Turkey Ministry Of Culture Advertising Agency Brief

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Spring 2007 …

Spring 2007
Koç University Marketing 303 Advertising
Final Project
Homework

More in: Travel , Business
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  • Turist girişi ve doğal olarak turizm geliri azaldı
  • There are multiple sements in tourism sector like Crazy shoppers Sea sun lovers History Freaks Businesscholoics Snowers Goalfers Rafting people Plateau campers Etc But we only target to 4 segments

Transcript

  • 1. Advertising Agency Brief Republic of Turkey Ministry of Culture and Tourism
  • 2. PROBLEM
    • Decrease of 6.1% in tourist
      • Tourists from
        • EU member European Countries ↓11%
        • Non-EU member European Countries↓14%
    Main Target Audience
  • 3. TARGETED SEGMENTS
    • Crazy
    • Shoppers
    • History Freaks
    • Sea Sun Lovers
    • Businness cholics
  • 4. TURKEY’S POSITION 1
    • Crazy Shoppers
    • Turkey is the best country for shopping
      • High quality
      • Low price
      • Leather
      • Carpet
      • Jeweler
      • Textile
  • 5. 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
  • 6. 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.
  • 7. TURKEY’S POSITION 4
    • Businesscholocis
      • Congress Tourism
        • Complex Hotels
        • Multifunctional Congress Facilities
      • Luxury Golf Resorts
      • 800,000 bed capacity in Istanbul in city area.
  • 8. TURKEY’S IMPERATIVES
    • Turkey is a safe and secure country for a good vacation
    • Best place for a
      • Low cost
      • High quality
      • vacation
  • 9. 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…..
  • 10. CONSUMER INSIGHT
    • Beaches: Long and Clean
    • Relatively economic to European and neighboring countries
    • History and Nature
    • Combination of Modern and Classic
  • 11. PROPOSITION
    • Turkey: Feel Safe when on Vacation!
    • Turkey is a very safe country that guarantees full enjoy on your vacation
  • 12. SUPPORT
    • E U Membership: Recent taken actions on security and police department.
    • Tourism Offices and Police Help Desks in each tourist centers.
  • 13. MEDIA IMPERATIVES
    • Web site banners
    • SMS, MMS
    • Outdoor
      • Billboards in Airports
      • Buses
    • Press Media
      • Newspaper like Times
      • Magazines like Forbes and Top Airlines Magazines
  • 14. LIMITATIONS
    • Convenience on Turkish traditions and customs.
    • Not aggressive on neighbor countries.
  • 15. Thanks
      • Tutku Özmen
      • Çağrı İncedoğan
      • Serdar Şen
      • Ahmet Sağıroğlu