Turkey Ministry Of Culture Advertising Agency Brief

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Spring 2007
Koç University Marketing 303 Advertising
Final Project
Homework

Published 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
  • Turkey Ministry Of Culture Advertising Agency Brief

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

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