Moving Beyond the "Technical" Label

Haskoning had been operating in Vietnam for four decades, contributing to significant projects. However, in a rapidly developing market, they faced the risk of being viewed solely as technical engineers rather than strategic partners.

They needed to remind the market—specifically government stakeholders and investors—of their role in shaping Vietnam’s future, particularly concerning the Ho Chi Minh City (HCMC) infrastructure master plan.

The Strategic Insight: The "Nation Building" Narrative

We shifted the conversation from technical specifications to “Nation Building.”

• The Master Plan Hook: We conceptualised press talks that anchored Royal HaskoningDHV’s 40-year milestone to the announcement of the HCMC infrastructure master plan. This made their anniversary relevant to the future of the city, not just the past of the company.
• Intimate Media Engagement: Instead of just a mass press release, we facilitated in-depth discussions with nearly 30 journalists from Vietnam’s most influential outlets. This allowed for nuanced storytelling about urban planning and sustainability.
  
• Expert Positioning: We actively pitched their senior consultants as thought leaders, ensuring they were the ones journalists called for quotes on urban development news.

An Advisor to the Nation

The campaign successfully solidified Haskoning’s reputation as a top-tier advisor.

• Deep Media Penetration: Successfully engaged leading Vietnamese outlets including VnExpress, Thanh Nien, Lao Dong, Dan Tri, Vietnam Investment Review, and VnEconomy.
• Thought Leadership: Experts were transitioned from “spokespeople” to “preferred industry commentators,” frequently selected by journalists to interpret complex infrastructure news.
• Public Sector alignment: The narrative successfully positioned the firm as a key contributor to Vietnam’s public-sector development and investment initiatives, reinforcing trust with government clients.

The PRecious Perspective: Weaponise Corporate Milestones for Future Market Influence

The Diagnostic: If you are treating a major corporate anniversary simply as a retrospective celebration, you are wasting a critical commercial opportunity. A historical milestone is only valuable to the C suite if it directly points to future economic impact.

The Strategic Pivot: To elevate your brand from a technical vendor to a strategic national development partner, you must rigorously contextualise your legacy.

The Commercial Engine:

• Shift the media narrative from technical specifications to overarching nation building.
• Anchor your decades of operational history to forward looking government initiatives and infrastructure master plans.
• Pitch senior consultants as thought leaders who can interpret complex national development news.

The Bottom Line: This strategic alignment proves that your past experience is the vital foundation for future innovation, cementing your position at the centre of high value public sector projects.