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