Legacy-Inspired Branding Solution for Vietnam’s First Luxury Branded Residences in Halong Bay
BIM Land, a trusted name in Vietnam’s real estate landscape, is known for developing iconic resort-branded residences including the InterContinental® Phu Quoc Long Beach Resort. Building on this legacy, the group’s second collaboration with IHG brought world-class living to the north of the country—on the shores of Halong Bay, one of the world’s most celebrated UNESCO World Heritage sites. This landmark development, the first of its kind in the region, called for an integrated brand and marketing solution to match its extraordinary setting.
The task was to craft a brand narrative and marketing experience that could honour the cultural significance and mystique of Halong Bay, while positioning the InterContinental® Residences as an exceptional and exclusive investment—anchored in timeless elegance and global standards.
Defining a Place Where Legends Live On
Grounded in insight from client engagement and design consultations, SR shaped the brand proposition around five key pillars: rarity and exclusivity, a timeless location, world-class experience, culturally inspired design, and the distinguished reputations of the developer and operator. These pillars framed the residences not just as a product, but as a once-in-a-lifetime opportunity to inherit the legacy of Halong Bay.
Creating a Storyline Rooted in Meaning and Prestige
At the heart of the narrative was the crafted tagline: “The Land of Legends”—transcreated into Vietnamese as “Nơi ghi dấu huyền thoại”—evoking heritage, humility, and distinction. A sophisticated visual language highlighted the development’s exclusivity, prestige, and architectural beauty, all while remaining true to the InterContinental brand. This design system was applied across all touchpoints to ensure a consistent brand experience, online and offline.
Bringing the Vision to Life Through Bespoke Marketing Collateral
To express the brand’s essence in a tangible format, a premium brochure concept was developed. Inspired by the elegance and mythology of Halong Bay, the printed piece showcased the product story, lifestyle benefits, and investment potential—setting a new standard for branded residence marketing in the region.
