The An Thuong project involved creating a brand to represent the popular expat area An Thuong in Da Nang City, Vietnam. This branding solution was not a product or service and represented rather the fun and vibe of this laied back beachside town. As an up-and-coming tourist destination itself within South East Asia, the An Thuong borough offers visitors a blend of authentic Vietnamese life with some Western amenities.
Hotfire piloted a marketing strategy which had not been done before in central Vietnam, and utilized print, promotional, and virtual marketing to unify the residents and business of An Thuong, as well as bring this unique area to the attention of visitors.