Hanoi officials has signed a memorandum of understanding with CNN to advertise on social media and air documentaries on the popular cable news network in the 2019-2024 period. They said the MoU is a bid to promote the city’s image as a tourism and sports destination. Over the next five years, the network will produce 30-second and 60-second commercials introducing Vietnam’s first Formula 1 race which will be held in April 2020 and the 31st edition of the Southeast Asian Games (SEA Games) in 2021. Both events will be held in Hanoi.

In addition, the advertising series will include 30-minute special programs that show the city’s unique values to a global audience. The campaign will be aired in Asia-Pacific, Europe, the Middle East, North America and South Asia.

A survey conducted by the U.K. research firm BDRC Continental shows that 92 percent of interviewed viewers said the ads on CNN have sparked interest in traveling to Hanoi, as the capital has a lot to discover in terms of food, shopping, culture and historical relics.