Scope of Work: Strategic Consulting, Event Design, Space Development, Content Creation, Collaboration with Organizational and Sales Partners, Media Implementation, Campaign Management.

Le Méridien Saigon, a five-star hotel with a distinct French flair, hosted its first-ever Wedding Fair to establish itself as a premium wedding venue.
Without pre-designed wedding packages or prior experience in organizing wedding exhibitions, the hotel faced the challenge of delivering an event that was not only a financial success but also creatively embodied the essence of the Le Méridien brand.

Background and Objectives

Le Méridien Saigon lacked ready-made wedding packages and had never organized a wedding exhibition before. Furthermore, the goal was not just to achieve revenue targets but also to showcase the unique and creative style of the brand. Inspired by the elegance of Paris—a city deeply tied to Le Méridien’s history, originating from its time under Air France—we decided to create a narrative rooted in the charm of the "City of Light."

Concept

We transformed the event hall into a Parisian dream, complete with iconic details like street lamps, signposts, boutique stalls, and the romantic Café De La Terrasse. To infuse cultural depth, the Wedding Fair featured the Cor Cordium bridal collection by designer Trương Thanh Hải, blending French sophistication with Vietnamese heritage.

Creative Media Campaign

A meticulously planned campaign launched two months before the event, structured in three strategic phases:

1. February 14 – Kickoff:

   • A check-in booth was set up in the hotel lobby for couples.
   • A mini-game with the hashtag #Step1 #ShowYourLove encouraged participation.

2. March 8 – Building Momentum:

   • A Vespa parade accompanied by a mini-challenge created buzz, amplified with the hashtag #Step2 #SpotYourLove.

3. Two Weeks Before the Event – Final Push:

   • The final hashtag #Step3 #SayYES #TieTheKnot was launched, accompanied by widespread social media and press coverage, highlighting the city’s first French-inspired wedding event.

Outstanding Results

Widespread Promotion:

• 300 advertising frames displayed across major city buildings.
• 49 PR articles published in leading magazines and social media channels.
• Over 4,000 hashtags related to the campaign on Facebook and Instagram.
• More than 10,000 interactions with keywords tied to Le Méridien Saigon’s Wedding Fair.

Event Impact:

• 400 couples attended the exhibition in a single day.
• 10 weddings booked on the spot, generating an estimated revenue of 1.2 billion VND.
• 30 potential leads for weddings within the next 12 months.

A Milestone Achievement

The Wedding Fair not only overcame all challenges but also firmly positioned Le Méridien Saigon as an ideal venue for couples to say "YES."