Digital Strategy For Turkey!

Digital Strategy

for

TURKEY

Things You Didn’t Know About Turkey

………6th Most Visited Country In The World*

UN World Tourism Organization

Things You Didn’t Know About Turkey

………6th Most Visited Country In The World

………Variety – Sun, Sand, History, Food, Luxury*

*Turkey Tourism Board

Things You Didn’t Know About Turkey & India

………6th Most Visited Country In The World

………Variety – Sun, Sand, History, Food, Luxury

………24,500 – Indian Travelers - Jan - April 2013*

*Travel Data From Yatara.com

Things You Didn’t Know About Turkey & India

………6th Most Visited Country In The World

………Variety – Sun, Sand, History, Food, Luxury

………24,500 – Indian Travelers - Jan - April 2013

………Indian Outbound Travel - 50 Million 2020 *

*UN World Tourism Organization

Things You Didn’t Know About Turkey & India

………6th Most Visited Country In The World

………Variety – Sun, Sand, History, Food, Luxury

………24,500 – Indian Travelers - Jan - April 2013

………Indian Outbound Travel - 50 Million 2020

What’s The Challenge? Turkey is not seen as travel Destination

The Brief!

the problem.Travelers Unaware Of Turkey

Goal.Drive Awareness on Turkey

Budget.Minimalistic

Timing.Six Months

The Insights

The Countr

y

Insight 1

Insight 2

Insight 3

80 percent of tourist arrivals : leisure segment 20 percent of tourist arrivals : MICE segment

Indians are not aware of Turkey beyond Istanbul

Turkey has been a very popular destination over the last few years, especially for families

1. Ozgur Ayturk, culture and tourism counsellor, Turkey2. N. Sevgi Boz, the former Turkish Culture and Tourism Counsellor

3. Sharat Dhal, President, Yatra.com

:

Traveler

Insight 4

Insight 5

Insight 6

Singapore continues to be the first most visited destination for Indian Travelers

Direct flights to a number of foreign tourist destinations, Indians would rather spend their extended weekends overseas

Two categories of Indian travelers growing — at the top end and the bottom end

: 4. The Nielsen India Outbound Travel Monitor 5. Times Of India6. Times Of India

Digital

Insight 7

Insight 8

Insight 9

Seven in ten leisure travelers (70 per cent), actively research and plan trips via internet

Facebook most important platform for marketers in India for engaging customers, followed by Twitter, YouTube and blogging

3G subscriber numbers are projected to cross 107 Mn by 2015 growing at a CAGR of 190% between 2011 and 2015

7. The Nielsen India Outbound Travel Monitor 8. Social Media Marketing - India Trends Study 2013 EnY

9. Mobile Broadband- Outlook 2015 - PwC

Communication Strategy

What we know that other travelers don’t ?

Turkey is a land of culture, heritage, beaches, luxury, food and is close

What appeals to Indians?Cost, food, safety, ease of Visa

Three things to communicate?

1. Turkey – Gateway To Europe

2. Turkey – Affordable Haven

3. Turkey – Exotic Location Close to home

Digital Strategy

Target

Social Media

Mobile

SEO/SEM Website

Database

Advertising

Comm. Comm.

Traffic Engagement

Comm.

Traffic

Comm.

Data

Comm.

Traffic

Data

Search

Traffic

How To Achieve?

Have You Met….

..TuTu?

What Does He Do?

I Talk About

Turkey..

I Help In Flight

Bookings

I Help

With

Accom

m-

odation

I Plan Trips To Turkey

I Give

Prizes

Too…

The Execution

Action Plan:• TuTu guides on Website – About Turkey, Visa, Air Ticket, Stay & Food

•Links to Social Media & Blog Section

Evaluation:Traffic On SM & Website

Action Plan:•Strategic placement of banner ads.

•Who is TuTu?

Evaluation:Click through rate

Action Plan:•Blog section on our website

•Collating blogs on the website

Evaluation:No. of hits; bloggers

Action Plan:•General – Facebook, Twitter, Pintrest

•Conversation with TuTu

Evaluation:Traffic on site; sign - ups

Phase I | 1 Month - Curiosity

Action Plan:• Continue driving interactions on website; blogs;

• Advertise promotional activity

Evaluation:Registrations; traffic

Action Plan:•Strategic placement of banner ads on mobile

•Mobile App for Turkey

Evaluation:Click through rate; App Download

Action Plan:•Email Campaign - 6 emails – twice a month. Includes information & contest

Evaluation:No. of hits

Action Plan:•Promotional Activity – Engaging those traveled before – photo contest.

•Promotion – Discount on hotel bookingEvaluation:Traffic on site; sign - ups

Phase II | 2 -4 Months - Engagement

Action Plan:• Continue driving interactions on website; blogs;

• Advertise promotional activity

Evaluation:Registrations; traffic

Action Plan:•Strategic placement of banner ads on mobile

•Mobile App for Turkey

Evaluation:Click through rate; App Download

Action Plan:•Email Campaign - 8 emails – Weekly. Includes information & contest

•Mobile DatabaseEvaluation:No. of hits

Action Plan:•Promotional Activity – Trivia – “Know Your Turkey”

•Giveaway – Tickets To Turkey – What fascinates you about TurkeyEvaluation:Traffic on site; sign - ups

Phase III | 5-6 Months - Purchase

Questions –