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MOSTLY FOCUSING ON TRAVELERS AND AVERAGE INCOME WORKERS

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MOSTLY FOCUSING ON TRAVELERS AND AVERAGE INCOME WORKERS

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Bamboo Airways Guideline for their logo: https://www.bambooairways.com/documents/d/global/bamboo-airway-guideline-new

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The palette revolves around two main colors: green and blue with different shades. Green symbolizes bamboo - a symbol of vitality and Vietnamese culture; while blue symbolizes the sky and the sea, expressing the desire to take off and reach far to other countries.

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The brand established in 2017 and officially taking off on January 16, 2019, Bamboo Airways is the first private airline in Vietnam to provide high-quality services following the traditional airline model (aka Full Service Carrier).

Bamboo Airways connects potential lands, contributing to widely and effectively promoting the good values ​​of Vietnamese culture and people to friends around the world.

Up to now, Bamboo Airways has been firmly positioned as one of the three largest airlines in Vietnam.

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Currently restructuring the brand:

aircrafts decrease (only 5 planes still have permission to fly)

from 30 aircrafts in 2023 => 5 => 8 after rented 3 more from IAI

GOAL: 12 aircrafts used in 2024, 18 in 2025

IAI signed a contract in which lending Bamboo Airways one aircraft in 2 years

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`Current problems and Providing solutions:

Social medias saying that they are going through bankrupt/rough patch => the false statement needs to be put down through social medias and official statements through press conferences or news conferences.

In their restructuring progress, the brand will lose an amount of customers due to the scandal about the previous CEO => re-branding whole / creating a campaign to gain back old customers and attract new customers -> focusing on bring the best services and quality for each flight.

Target audience of Bamboo Airways still mainly revolves around customers who have an average income and often travels or works frequently => creating a Persona and create a more detailed view about their audiences, in order to understand which level that the brand needs to focus solely on.

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The airline implements direct flights in domestic area-> saving time and money for travelers and foreign tourists who want to explore Vietnam tourism destinations.

Extensive connections and expansion with numerous domestic routes between provinces and cities, facilitating the development and exploration of potential tourist destinations in Vietnam.

Is regarded as the airline with the highest on-time performance in Vietnam: on-time rate of 93.8% out of 1,667 flights in 2019, surpassing the industry average of 86.9%.

Maintains a high passenger load factor of 90% and achieves a 100% safety record on its flights.

It offers relatively affordable ticket prices integrated with various travel service packages, not only with FLC but also with other travel partners such as VinPearl and Flamingo.

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Limited number of aircraft, resulting in fewer flights being operated.

Many tourist destinations of FLC have a low tourist population and are not well-known, making flight operations to these destinations less efficient.

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During the restructuring timeline, the brand has signed a contract with IAI - which lent Bamboo 2 aircrafts for 2 years since the signed contract.

With the decline in the pandemic situation, the aviation market is gradually recovering and gaining back their customers.

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Difficulty in recruiting qualified aviation staff (pilots, flight attendants, etc.) in Vietnam due to limited training capabilities.

The pandemic has caused a slowdown in the aviation and tourism industries, with some people still hesitant to travel, or face with restricting travel demand.

Due to the legal issues faced by FLC Group Chairman Trinh Van Quyet, who has been arrested in 2023, this had caused public concerns not only about the airline's quality but also if Bamboo Airways could really come back to the market.

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Business Travelers (Priority / Frequent flyers)

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Business Travelers (Priority / Frequent flyers)

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Demographics: 25–55 y/o, mid-to-high income, university-educated, mostly professionals, managers, entrepreneurs.

Geographics: Hanoi — HND, HCMC — SGN, Da Nang — DAD and trunk-route cities; important domestic and short-haul international corridors (SE Asia, China, Japan/Korea).

Psychographics: Time-sensitive, values punctuality and premium service, brand-conscious, expects loyalty perks and predictable schedules.

Behaviors: Book last-minute or on corporate channels; travel weekly-to-monthly; favor business class or priority options; use frequent-flyer and corporate travel portals.

Channels & hooks: LinkedIn, corporate travel desks, email CRM, GDS integrations. Messaging: “Save time, work-on-the-go, reliable schedules + priority check-in.”

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Domestic Leisure Families (Holiday travelers)

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Domestic Leisure Families (Holiday travelers)

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Demographics: 28–50 y/o parents, dual-income or extended families, middle income.

Geographics: Origin in HCMC/Hanoi, travel to coastal/tourist destinations (Da Nang, Phu Quoc, Quy Nhon, Nha Trang).

Psychographics: Prioritise comfort and safety for kids, value good in-flight service and bundled packages (hotel + transfers). Seek memorable experiences rather than lowest fare only.

Behaviors: Book seasonal (school holidays, Tet), buy family bundles, respond to promotions and package deals, use OTA + airline site.

Channels & hooks: Facebook, Instagram, travel OTAs, family travel blogs. Messaging: “Hassle-free family trips — extra baggage, flexible change, kid-friendly service.”

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Premium Leisure / Experience Seekers (“Vietnam inspiration” tourists)

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Premium Leisure / Experience Seekers (“Vietnam inspiration” tourists)

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Demographics: 30–55 y/o, upper-middle to high income, local and international tourists.

Geographics: Domestic and inbound from Southeast Asia / East Asia; higher share on boutique/tourist routes.

Psychographics: Values cultural authenticity, comfort, an aspirational 5-star experience, and local storytelling (Vietnamese culture).

Behaviors: Book for experience (not just price), choose premium seats, purchase ancillaries (meals, tours), engage with content about destinations.

Channels & hooks: Instagram, travel influencers, experiential email series. Messaging: “More than a flight — curated Vietnamese hospitality and local experiences.”

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Regional Short-haul International Backpackers / Explorers

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Regional Short-haul International Backpackers / Explorers

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Demographics: 18–35 y/o, lower-to-mid income, value adventure over comfort.

Geographics: Short regional hops within ASEAN and nearby East Asia.

Psychographics: Seeks cheap, direct connections and flexibility to hop between cities.

Behaviors: Book well in advance or last-minute low-fare deals, price-compare frequently, engage with low-cost ancillaries.

Channels & hooks: Hostel networks, travel forums, budget OTA placements. Messaging: “Affordable short-haul connections — hop more, plan less.”

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Formal logo:

Combination of the image of the plane tail + bamboo forest + the name of the airline Bamboo Airways.

Green bamboo forest -> the aspiration to reach high to become the best airline in Vietnam.

The color of blue represents Bamboo Airways as a proud member of FLC Group.

The light blue color symbolizes the spirit of innovation, dedication, and devotion to customers.

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Keeping the symbols "Bamboo" in the design, as well as the airline name Bamboo Airways

Giving the airline name softer curves

The Bamboo will stand out

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Business professionals and entrepreneurs in Vietnam’s key economic hubs (Hanoi, Ho Chi Minh City, Da Nang) value time efficiency, reliability, comfort, and prestige. They need flights that align with tight schedules and a brand that represents professional success.

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Position Bamboo Airways as the premium yet practical choice for Vietnam’s business travelers — a brand that “keeps you moving at the speed of business.”

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“Fly Smart. Work Smarter.”

Bamboo Airways empowers professionals to stay productive, connected, and confident — even 30,000 feet above ground.

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Sophisticated, minimalistic visuals (clean typography, dark green + gold palette)

Images: airport lounges, in-flight workspace, sleek uniforms

Tone: confident, intelligent, smooth — “efficiency with elegance”

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Campaign Title: “Every Minute Matters”

Concept: Video series following Vietnamese entrepreneurs who maximize every minute — from boarding lounge meetings to landing-ready productivity.

Tagline: “Your business moves fast. So do we.”

-> Create a mockup for the cover of the video to test out first

Tactics:

- LinkedIn + YouTube short videos profiling “1-Day Business Heroes”

- Exclusive corporate fare discounts for partner companies

- Airport digital billboards with real-time flight punctuality stats (showing reliability)

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+20% increase in Business Class and Flex Economy ticket sales

+15% new enrollments in Bamboo Club corporate loyalty program

+30% engagement rate on LinkedIn campaigns

-> Earned media reach (≥10 business publications)

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goal, main message, visual applications

physical/digital printings, based outcomes for the airline brand

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BAMBOO IS GOING THROUGH AN IMPORTANT TRANSFORMATION TO BECOME BETTER 

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BAMBOO IS GOING THROUGH AN IMPORTANT TRANSFORMATION TO BECOME BETTER 

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Bamboo's restructuring plan after their fallout:

30 aircrafts working

open >60 domestic flies

15 international flies

Their goal is to operate the brand back to its normal orbit, and to operate it -> they need more aircrafts after stop operating many flights in both domestic and international lines. From 30 aircrafts -> only 5 remains activate in 2023

Bamboo has rented 3 more in the first 6 months of 2024 => 8 aircrafts in total.

GOAL: 12 airplanes in 2024 -> 18 planes in 2025

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Do Bamboo đã có sẵn danh tiếng từ trước và do dính phải các tin đồn liên quan đến vị CEO trước -> re-branding is unnecessary because the brand doesn't need to create brand new

Moreover, they have already had a re-constructure plan => need a campaign (either short or long) to leverage

Creating a mock-up poster or billboard will be needed -> testing out the examples, dự đoán ảnh hưởng dư luận đến các mock-ups và chỉnh sửa lại dựa trên những đánh giá đó

Examples can be looked on BA facebook official page and other brands

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No need to create new

-> if it's needed, then adding a short campaign to promote the new logo

-> if it's not, then proceed to follow the original re-constructure plan