Organizing beauty pageants - New PR trick of real estate tycoon

Tuan Chau Group, Vingroup, Hoan Cau and recently FLC all participate in domestic and international beauty contests with different roles to promote their brands and projects.

Hoan Cau Group hosts Miss Universe Vietnam 2015 contestat Diamond Bay City, Nha Trang, which they own as investors.

At the end of February, the management agency granted FLC Group permission to organize the Miss Vietnam Global Identity contest. The contest takes place worldwide, gathering Vietnamese people from many countries and continents.

In addition to the prize values ​​of billions of dong,The winner of the Miss title will have 2 years to take on the role of FLC brand ambassador, participating in social activities organized by this unit. The event is expected to be held at a resort invested by the group next July.

This is not the first real estate tycoon this year to join the race to organize beauty contests. NewThis,Tuan Chau Group was also approved to host the Miss Sea Vietnam 2016 contest.

Previously, many real estate businesses were known after participating in different roles such as organizers, hosts or sponsors for domestic or international beauty contests.

The reputation of Hoan Cau Group, a multi-industry investment and business group, was widely known after the first Miss Universe pageant held in Vietnam in 2008. Last year, this unit also hosted the Miss Universe Vietnam 2015 pageant. These events of Hoan Cau were all held at Diamond Bay City, Nha Trang, which they invested in themselves.

According to experts, beauty contests are a great opportunity for businesses to promote their brands, especially real estate products.

As a leading corporation in the real estate sector, Vingroup also participates in many beauty pageants in different roles. In 2006, this unit hosted the Miss Vietnam finals at Vinpearl Land Amusement Park, Nha Trang. In 2007 and 2010, this place also became the venue for the Miss World Vietnamese pageant....

Although they have not shared any plans to participate in sponsoring or organizing beauty pageants, representatives of some units that are investing heavily in the resort real estate segment in Phu Quoc, Nha Trang, Vung Tau such as: Eurowindow, Thaigroup, CEO Group... all said that this is one of the communication methods that creates a big effect, but is also quite costly.

"Of course, the results are not small because the effect is large and long-lasting, the winner will have to participate in promotional programs of the project of that investor for several years. That is a long-term and significant investment that not every business has enough potential to do," said a representative of Eurowindow.