Advertising Agency Brief Republic of Turkey Ministry of Culture and Tourism
Jan 17, 2015
Advertising Agency Brief
Republic of TurkeyMinistry of Culture and Tourism
Republic of Turkey Ministry of Culture and Tourism
PROBLEM
Decrease of 6.1% in tourist Tourists from
EU member European Countries ↓11%
Non-EU member European Countries↓14%
Main Target Audience
Republic of Turkey Ministry of Culture and Tourism
TARGETED SEGMENTS Crazy Shoppers
History Freaks
Sea Sun Lovers Businness
cholics
Republic of Turkey Ministry of Culture and Tourism
TURKEY’S POSITION 1 Crazy Shoppers Turkey is the best country for shopping
High quality Low price
Leather Carpet Jeweler Textile
Republic of Turkey Ministry of Culture and Tourism
TURKEY’S POSITION 2
History Freaks 2010 Europe Culture Capital: Istanbul
From Urartus to Byzantines From Selcuks to Romans From Knidos to Mardin
10,000 year-old heritage, much of which is still being uncovered
Turkey; Where the continents meet
Republic of Turkey Ministry of Culture and Tourism
TURKEY’S POSITION 3
Sea-Sun Lovers From Marmaris to Antalya
Cruise, Rafting 24 Hours Non-Stop Fun
5 months sea water degree above 20 C.
Republic of Turkey Ministry of Culture and Tourism
TURKEY’S POSITION 4
Businesscholocis Congress Tourism
Complex Hotels Multifunctional Congress Facilities
Luxury Golf Resorts
800,000 bed capacity in Istanbul in city area.
Republic of Turkey Ministry of Culture and Tourism
TURKEY’S IMPERATIVES Turkey is a safe and secure country for
a good vacation
Best place for a Low cost High quality
vacation
Republic of Turkey Ministry of Culture and Tourism
COMMUNICATION OBJECTIVES
Prefer Turkey for vacancies, holidays, conferences etc.
We want the advertising to be informative that targets the Thinker group.
Change the existing perception of Turkey and create a positive image in terms of security and…..
Republic of Turkey Ministry of Culture and Tourism
CONSUMER INSIGHT
Beaches: Long and Clean Relatively economic to European and
neighboring countries History and Nature Combination of Modern and Classic
Republic of Turkey Ministry of Culture and Tourism
PROPOSITION
Turkey: Feel Safe when on Vacation!
Turkey is a very safe country that guarantees full enjoy on your vacation
Republic of Turkey Ministry of Culture and Tourism
SUPPORT
EU Membership: Recent taken actions on security and police department.
Tourism Offices and Police Help Desks in each tourist centers.
Republic of Turkey Ministry of Culture and Tourism
MEDIA IMPERATIVES Web site banners SMS, MMS Outdoor
Billboards in Airports
Buses Press Media
Newspaper like Times
Magazines like Forbes and Top Airlines Magazines
Republic of Turkey Ministry of Culture and Tourism
LIMITATIONS
Convenience on Turkish traditions and customs.
Not aggressive on neighbor countries.
Thanks
Tutku ÖzmenÇağrı İncedoğanSerdar ŞenAhmet Sağıroğlu