Hanoi summit was brand booster for SPC
A booth offering sandwich boxes and water bottles to international journalists covering the Hanoi summit inside the International Media Center in downtown Hanoi, Vietnam, is seen in this file photo. Courtesy of SPC GroupBy Kim Yoo-chulThough the failure of the U.S.-North Korea summit in Hanoi has been considered a major disappointment, the summit was a “brand booster” for South Korea's food giant SPC Group.During the Hanoi summit, SPC Group, which operates bakery franchise units of Paris Baguette and Paris Croissant, supplied 7,500 snack boxes, each of them holding handcrafted sandwiches made with specialty breads and rolls, and 10,000 water bottles to the International Media Center (IMC).“Events provide marketers like us with a number of great chances to actively engage with audiences, at the same time creating increased brand awareness,” Lee Yong-seok, chief of SPC's Vietnam subsidiary, said in an interview with The Korea Times.“Events that provide meaningful experiences with meaningful timing allow brands to forge emotional connections, creating deep
Mar 13, 2019By Kim Yoo-chul
