The destination marketing campaign for the Vlasta – Sam Son coastal resort hit major milestones through the high-energy “ICE-CREAM FEST”. 

The project was curated under an "all-in-one" beachside festival infrastructure, successfully drawing a massive crowd of over 10,000 on-site visitors. The event journey featured a vibrant line-up of experiential touchpoints, including a colorful hot air balloon display, sun-drenched coastal camping areas, beachside BBQ and café spaces, alongside dynamic street performances like mascot parades and stilt-walking circus acts. The artistic climax of the seaside concert series was driven by guest artists Hoang Ton and Ngo Lan Huong, delivering a powerful musical experience.

The campaign also created significant social media amplification, backed by impressive digital metrics: securing 11,604 interactions on the official Vlasta fanpage, driving 16,624 discussions across major travel communities, engaging 3 influential KOLs for live content creation, and accumulating over 1.4 million video views on TikTok. 

JMB Vietnam managed the full-scale execution of this integrated campaign, demonstrating a strong capability to bridge physical event experiences with targeted digital media optimization.