Promotion of the Local Product Branding “Crafted in Quang Nam”
The local products met many difficulties in reaching to tourism industry for reasons among of which the absence of a recognized branding could not convince tourists to buy the products. Together with the support in changes of designs and production, a market branding called “Crafted in Quang Nam” has been developed with a package of the visual identity and a management mechanism joined by different stakeholders. The event aims to promote the branding to the public after being approved by the Authority.
Background
Together with provincial initiatives in Thua Thien Hue and Quang Nam on tourism development, the ILO and UNESCO contribute to the realisation of three priorities of the Vietnam Sustainable Development Strategy through the "Sustainable and Responsible Tourism Project" (SART) including: (1) further information campaign on tourism, (2) Diversification and quality improvement of tourism products together with protection of all tourism resources and the environment; (3) Capacity building for human resources development in the sector.In order to diversify the tourism products, tangible items such as locally-made souvenirs for tourism from craft villages play important roles in creating more income for local people. However, as locally-made products are not recognized by visitors, craft villages met many difficulties in improving their products. The branding “Crafted in Quang Nam” will be applied to promote the authenticity of local products and help visitors make differences in selecting their take-away products.
Objectives
- To introduce the branding “Crafted in Quang Nam” to the public through media channels
- To mobilize the application of the branding among the relevant market actors such as craftsman, local product producers and souvenir shop owners. .