Performance marketing project / 2026

Quan LanEcotrip

Content Marketing Executive / Performance Marketing

Turning local culture, island beauty, and practical travel proof into attention, qualified demand, registrations, and real-world visits.

View strategy Project documents

Campaign impact

6.5M views

5K+ qualified leads

2K+ registrations

4K+ event visitors

Build demand for a local island brand.

Beautiful scenery created attention. The project needed trust, proof and a clear path from discovery to booking.

Quan Lan Ecotrip is a local travel brand promoting eco-tourism experiences on Quan Lan Island. I developed short-form content, social creatives, and paid media journeys across TikTok and Facebook to strengthen awareness, attract travelers, and support tour bookings.

Core market: Hanoi and Northern Vietnam
Product: 2D1N and 3D2N island packages
Channels: TikTok / Facebook / Meta Ads
Decision window: 2-3 weeks before departure

Sunset over Quan Lan Island — A narrow summer window makes timing part of the strategy.

Positioning

Take a break, with no hidden concerns.

Local knowledge, transparent planning and real imagery make an unfamiliar island easier to choose.

Core challenge

Earn trust before weather or a competitor changes the plan.

Limited brand recognition and media budget
Demand concentrated from May to August
Price comparison and weak OTA presence
Local operational capacity limits scale

The market rewards reassurance.

Demand is seasonal, decisions are social and the strongest competitor is often the destination that feels easiest to trust.

400-700Kannual visitors

60-70%arrive May to August

25-44primary audience

4-15people per group

Direct destination set

Quan Lan can own the quiet, local and low-friction position.

Co To wins with viral imagery. Cat Ba wins with convenience. Quan Lan has room to lead with restoration, local proof and a clear package.

Quan Lan

VND 2.5-3.2M 3D2N lead product

Quiet, local and restorative

Co To

VND 3.0-3.8M 3D2N + 2D1N

Strong imagery and viral demand

Cat Ba

VND 2.6-3.2M 2D1N lead product

Convenient with more activities

Brand competitor signal

Cat TourStrong history and fixed toursCompetes on price

Vietnam TouristBroad distribution and basic packagesCompetes on price

EcotripLocal experiences and flexible combinationsCompetes on value

Price map

< VND 1.5M Budget Not the target

VND 1.5-3M Mass Volume market

VND 3-6M Near-premium Strategic focus

> VND 6M Premium Brand halo

StrengthLocal, personal and experience-led

WeaknessOperations still need optimization

OpportunityBuild the category's experience brand

ThreatSqueezed between Co To and Cat Ba

One journey, six trust decisions.

Each stage has a different customer question. Content and sales touchpoints answer it before the next drop-off.

Trigger

A need to escape

Summer holidays, friends or company plans create the first impulse.

Insight: Customers want rest, but do not yet have a fixed plan.
Touchpoint: TikTok, Facebook groups, emotional destination content

Discovery

Is Quan Lan worth it?

Scroll scenery, save videos and share options with the group.

Insight: Inspiration leads. Practical information follows.
Touchpoint: TikTok, Facebook shares, creator content

Consideration

Choose the lowest-risk trip

Compare Quan Lan, Co To and Cat Ba, then check prices and real reviews.

Insight: Clear schedules and no hidden costs reduce hesitation.
Touchpoint: Google, Facebook page, TikTok to Zalo

Conversion

Reassure before payment

Inbox, call or visit the website when the group is close to booking.

Insight: Customers ask whether the trip is tiring, reliable and truly all-inclusive.
Touchpoint: Consultation script, package promise, real feedback

Experience

Deliver the proof

Evaluate boats, rooms, meals and activities against the advertising.

Insight: Operational smoothness becomes the real brand score.
Touchpoint: Local service, guide support, on-trip recovery

Post-trip

Restart the loop

Review, post photos and recommend the trip when the experience is strong.

Insight: Satisfied customers become the next campaign proof.
Touchpoint: UGC, review prompts, remarketing

Decision route From first impulse to the next recommendation

01 Trigger
02 Discovery
03 Consideration
04 Conversion
05 Experience
06 Post-trip

Maslow translated into travel

Customers buy a state of mind.

The offer must satisfy practical needs first, then prove belonging, esteem and a memorable local experience.

Self-actualizationExclusive fishing, local access and a trip that feels personal.

EsteemBeautiful check-ins, quality resorts and a story worth sharing.

BelongingFamily, friends and teams experience the island together.

Safety + comfortGood food, clean rooms, safe transport and no unexpected costs.

MeaningLocal and personal

EsteemShare-worthy proof

BelongingGroup connection

SafetyTrusted operation

ComfortEat, rest and travel well

Make the island feel one swipe away.

TikTok carried desire. Real travel proof reduced uncertainty. Direct-response frames moved viewers toward inquiry.

01
Stop the scroll
Open with turquoise water, a clear destination promise, and a reason to escape.
02
Make the trip tangible
Show real rooms, transport, prices, and the details travelers need before they ask.
03
Own the local story
Use culture, procession, and community as distinctive content no generic tour can copy.
04
Convert the moment
Close with a transparent itinerary, social proof, and one simple action to book.

Stop the scroll Add video in
PMD Universe

@quanlan.ecotrip Stop the scroll

Make the trip tangible Add video in
PMD Universe

@quanlan.ecotrip Make the trip tangible

Own the local story Add video in
PMD Universe

@quanlan.ecotrip Own the local story

Convert the moment Add video in
PMD Universe

@quanlan.ecotrip Convert the moment

A marketing plan built around proof.

The system connects attention, reassurance and conversion instead of treating every channel as a separate campaign.

Business objective

Turn seasonal attention into qualified tour demand.

Grow reach without losing the practical detail group organizers need to make a confident decision.

AwarenessInquiriesRegistrationsVisits

Priority audience 25-44

Women, group leaders and HR teams planning for 4-15 travelers.

Message platform

Rest fully. Plan simply. Travel with proof.

Channel roles

TikTok: Create desire and discovery
Facebook: Build proof and community trust
Meta Ads: Reconnect intent with clear packages
Sales: Reassure and close with operational detail

Execution rhythm

Earn attention

Summer emotion, scenery and local culture.

Build proof

Rooms, prices, transport, schedule and real feedback.

Convert demand

Retargeting, inbox response and one simple package promise.

Measurement loop

Views Qualified leads Registrations Visitors

Creative, audience and message decisions stayed connected to the same commercial journey.

The island is more than a beach.

Local ritual, procession and community became visual proof competitors could not easily reproduce.

Quan Lan cultural procession on a village street — Movement, community and living heritage

Traditional Quan Lan procession detail — Details that make the place unmistakable

Lion dance at a Quan Lan festival — Energy designed for short-form storytelling

Traditional ceremony in Quan Lan — Authenticity as brand proof

Project documents.

Open the original research and campaign files without interrupting the case study.

Marketing plan

Research and strategic direction

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Campaign report

Execution and post-campaign learning

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Customer journey

Behavior, insight and touchpoint map

Open PDF ↗ Competitor analysis

Destination, brand and price assessment