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.

3. Things You Didn’t Know About
Turkey
………6th Most Visited Country In The World*
UN World Tourism Organization

4. Things You Didn’t Know About
Turkey
………6th Most Visited Country In The World
………Variety – Sun, Sand, History, Food, Luxury*
*Turkey Tourism Board

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*
*Travel Data From Yatara.com

6. 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

7. 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

8. The
Brief!
the problem.
Travelers Unaware Of Turkey
Goal.
Drive Awareness on Turkey
Budget.
Minimalistic
Timing.
Six Months

9. The Insights

10. 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

11. 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
:

12. 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

13. 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

14. Digital Strategy
Comm.
Comm.
Traffic
Engagement
Social Media
Advertising
Comm.
Comm.
Traffic
Data
Database
Mobile
Search
Comm.
Traffic
Data
Website
Target
Traffic
SEO/SEM

15. How To Achieve?

16. Have You Met….
..TuTu?

17. What Does He Do?
I Help In
Flight
Bookings
I Talk
About
Turkey..

18. The Execution

19. 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

20. 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

21. 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

22. Questions –