The PR Awards Asia Pacific is an annual, prestigious awards program for public relations and communication in the Asia-Pacific region. It honors outstanding campaigns for their strategy, creativity, and practical effectiveness, attracting hundreds of entries each year from major brands and agencies.

This year, the "150 years of elevating heritage" project from Vietnam secured a silver award in the corporate branding category. It was the only Vietnamese representative honored in this award category.

The "150 years of elevating heritage" project was the only Vietnamese representative honored in the corporate branding category at the PR Awards Asia Pacific 2026. Photo: Edelman Vietnam

This achievement highlights the growing competitiveness of campaigns developed in Vietnam within regional professional arenas. It also reflects brands' systematic investment in corporate branding and long-term reputation building.

"We are very proud that a project developed in Vietnam has received recognition from the PR Awards Asia Pacific," said Ngo Thi Lan Phuong, Senior Deputy General Director of Edelman Vietnam. She added that this achievement is the result of efforts from multiple teams throughout the implementation journey. It also confirms that ideas built on local cultural understanding can create regional impact.

Ngo Thi Lan Phuong shares the significance of the award for the "150 years of elevating heritage" project team. Photo: Edelman Vietnam

To impress the judging panel in the corporate branding category, campaigns require not only a creative idea but also the ability to demonstrate brand value creation through clear strategy and tangible impacts.

The "150 years of elevating heritage" campaign distinguished itself by transforming heritage stories into community-participatory activities. Instead of merely narrating the brand's development journey, the campaign honored contributions to national development and created opportunities for the public to engage directly with that narrative.

Throughout its implementation, the campaign made its mark with several practical activities: a program collaborating with Dai Doan Ket newspaper to honor individuals who contributed to national development; a Heritage Journey bus tour traversing 9 provinces and cities with over 16,000 direct participants; and timely contributions of 3.2 billion VND to support communities recovering from natural disasters.

With a journey of over 2,200 km through 9 provinces and cities, the "Heritage Journey" helped bring the campaign's spirit closer to communities nationwide. Photo: Edelman Vietnam

According to the judging panel, the project stood out due to its blend of strategic thinking, creative storytelling, effective stakeholder coordination, and consistent implementation quality. These elements allowed the campaign to transcend typical communication activities, creating meaningful value for the community.

(Source: Edelman Vietnam)