The Challenge
Organising and elevating the Diên Hồng Awards in 2025 presents a multi-faceted challenge.
Firstly, as a national-level journalism award with significant political and cultural weight, the event must deliver a compelling narrative and high-quality content line-up that aligns with the awards’ thematic focus (e.g., legislative oversight, democratic processes) and appeals to both media stakeholders and sponsors.
Secondly, the task of securing and engaging sponsorships is particularly demanding: we need to articulate a value proposition that resonates with potential sponsors — showcasing brand visibility, alignment with national media values, audience reach — in a way that motivates investment and long-term partnership rather than one-off support.
Finally, the content ecosystem of the awards must be well structured: from nomination campaigns, thought-leadership launches, digital amplification to the gala event itself, we must ensure synchronous messaging, sponsor integration, and amplification across channels without diluting the awards’ credibility or overshadowing editorial integrity.
The Solution
To overcome these challenges, we designed a dual-track strategy: content architecture and sponsorship engagement.
Content Architecture: We developed a robust content framework organised around the awards’ core themes (legislation, oversight, innovation in journalism) and divided into phases: (a) Call for entries / nomination activation, (b) Thought leadership & jury spotlight, and (c) Ceremony and post-event storytelling. Each phase produced tailored content assets (video reels, sponsor interviews, finalist features, behind-the-scenes coverage) optimised for digital platforms and media partnerships, creating a narrative journey that elevated awareness and engagement.
Sponsorship Engagement & Value Creation: We crafted a sponsorship proposition that clearly mapped the benefits for partners: brand alignment with national media prestige, premium visibility at the gala event, multi-channel mentions (press, social, website), and bespoke activations (eg. sponsor-branded content series, VIP networking lounge). We supported this with a sponsorship toolkit — pitch deck, customised sponsorship packages, activation calendar, measurement framework — to guide sponsors through the vision, deliverables and return-on-investment.
In parallel, we structured a dedicated sponsor journey around the awards: pre-event briefs, on-site recognition, post-event impact reporting, thereby turning sponsorship from a transactional support into a strategic partnership that builds long-term brand equity and media credibility.
