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Digital Strategy For Turkey!

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The presentation was created to assess how a digital strategy could be created so a country like Turkey could utilize the growing tourism market from India India.

Published in: Marketing, Travel, News & Politics
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Digital Strategy For Turkey!

  1. 1. Things You Didn’t Know About Turkey ………6th Most Visited Country In The World* UN World Tourism Organization
  2. 2. Things You Didn’t Know About Turkey ………6th Most Visited Country In The World ………Variety – Sun, Sand, History, Food, Luxury* *Turkey Tourism Board
  3. 3. 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
  4. 4. 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
  5. 5. 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
  6. 6. The Brief! the problem. Travelers Unaware Of Turkey Goal. Drive Awareness on Turkey Budget. Minimalistic Timing. Six Months
  7. 7. The Insights
  8. 8. The Country Insight 1 80 percent of tourist arrivals : leisure segment 20 percent of tourist arrivals : MICE segment Insight 2 Indians are not aware of Turkey beyond Istanbul Insight 3 Turkey has been a very popular destination over the last few years, especially for families 1. Ozgur Ayturk, culture and tourism counsellor, Turkey 2. N. Sevgi Boz, the former Turkish Culture and Tourism Counsellor 3. Sharat Dhal, President, Yatra.com
  9. 9. Traveler Insight 4 Singapore continues to be the first most visited destination for Indian Travelers Insight 5 Direct flights to a number of foreign tourist destinations, Indians would rather spend their extended weekends overseas Insight 6 Two categories of Indian travelers growing — at the top end and the bottom end 4. The Nielsen India Outbound Travel Monitor 5. Times Of India 6. Times Of India :
  10. 10. Digital Insight 7 Seven in ten leisure travelers (70 per cent), actively research and plan trips via internet Insight 8 Facebook most important platform for marketers in India for engaging customers, followed by Twitter, YouTube and blogging Insight 9 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
  11. 11. 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
  12. 12. Digital Strategy Comm. Comm. Traffic Engagement Social Media Advertising Comm. Comm. Traffic Data Database Mobile Search Comm. Traffic Data Website Target Traffic SEO/SEM
  13. 13. How To Achieve?
  14. 14. Have You Met…. ..TuTu?
  15. 15. What Does He Do? I Help In Flight Bookings I Talk About Turkey..
  16. 16. The Execution
  17. 17. Phase I | 1 Month - Curiosity 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: •General – Facebook, Twitter, Pintrest •Conversation with TuTu Evaluation: Traffic on site; sign - ups Action Plan: •Blog section on our website Action Plan: •Strategic placement of banner ads. •Collating blogs on the website •Who is TuTu? Evaluation: No. of hits; bloggers Evaluation: Click through rate
  18. 18. Phase II | 2 -4 Months - Engagement Action Plan: • Continue driving interactions on website; blogs; • Advertise promotional activity Evaluation: Registrations; traffic Action Plan: •Promotional Activity – Engaging those traveled before – photo contest. •Promotion – Discount on hotel booking Evaluation: Traffic on site; sign - ups Action Plan: •Email Campaign - 6 emails – twice a month. Includes information & contest Action Plan: •Strategic placement of banner ads on mobile Evaluation: No. of hits Evaluation: Click through rate; App Download •Mobile App for Turkey
  19. 19. Phase III | 5-6 Months - Purchase Action Plan: • Continue driving interactions on website; blogs; Action Plan: •Promotional Activity – Trivia – ―Know Your Turkey‖ • Advertise promotional activity •Giveaway – Tickets To Turkey – What fascinates you about Turkey Evaluation: Traffic on site; sign - ups Evaluation: Registrations; traffic Action Plan: •Email Campaign - 8 emails – Weekly. Includes information & contest •Mobile Database Evaluation: No. of hits Action Plan: •Strategic placement of banner ads on mobile •Mobile App for Turkey Evaluation: Click through rate; App Download
  20. 20. Questions –

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