REPUBLIC OF TURKEY MINISTRY OF CULTURE AND TOURISM ADVERTISING TENDER INFORMATION REPORT

Transcription

1 REPUBLIC OF TURKEY MINISTRY OF CULTURE AND TOURISM 2015 ADVERTISING TENDER INFORMATION REPORT CONTENTS INTRODUCTION I. CONCEPT OF TURKEY HOME CAMPAIGN II. III. CURRENT SITUATION OF WORLD TOURISM TRENDS IN TOURISM IV. TOURISM MARKET OF TURKEY V. TOURISTIC PRODUCTS OF TURKEY 1 VI. VII. GENERAL IMAGE OF TURKEY IN TARGET MARKETS PROMOTIONAL STRATEGY AND TARGETS OF TURKEY

2 INTRODUCTION The Ministry of Culture and Tourism has organised effective promotional activities such as tourism and culture fairs, common cultural projects, public relations activities in order to present the stride our country has had in the last decade in economic, social and cultural fields. Moreover, in 2014 we have started to implement a strategic approach for the first time regarding the process of Country Brand, lack of which has been surely felt. In this context, a comprehensive advertising campaign was run. It was oriented to achieving a global image in the target markets, and creating a lasting and single-voiced communication in order to achieve a more professional and integrated campaign. With the Turkey Home campaign, which has not limited itself to the tourism promotion, but stressed the dynamic structure and potential of Turkey, a sustainable creative work concept started to be implemented for the first time in Turkey. At the beginning of 2014 we put the campaign concept, which is capable to represent all values of our country, powerful, different, and dynamic, at the service of our country and tourism industry. 2 The concept will be maintained throughout 2015 in the light of the global approach and the integrated marketing strategy at all target markets in order to develop and strengthen the brand identity of Turkey. In order to maintain stability and continuity of the promotion so that a sustainable brand value is created and presented through a lasting and single-voiced communication, our campaign would continue. CHANGING ATTITUDES AND PERCEPTIONS IS ONLY POSSIBLE THROUGH SUSTAINED CAMPAIGNS The Turkey Home campaign, which has resolved the diversity of Turkey with an understanding of maintaining the visual unity, has been a unique example of sustainable and comprehensive communication in promotion. Lack of such communication in promotional work has been one of the top issues demanded by the tourism industry as well as academia and intellectual spheres. The concept is modular so it could be used in promoting tourism, and it is regarded as an image campaign through which other sectors of our country could also be promoted.

3 The promotional works of tourism industry has ever increasingly concentrated on digital marketing. Therefore, in 2014 our Ministry has undertaken its first global social and digital media campaign. A digital platform was built at URL hometurkey.com/ where all our social media channels concentrate to transfer our narratives very quickly to the world. These social media channels that are capable of transferring our narrative enabled us with the capability to target various advertisement types in order to reach our target audience. Furthermore, by developing our first strategic partnerships with strongest digital and social platforms another gap that has been felt for years was now filled. Through our successful account and content management, we closed the gap between us and the competitors that have been using the social media campaigns for years. Through the works conducted in 2014 we gained several diverse products. A video series covering the most important values of our country, tourism products and destinations ranging from the Turkish Coffee to the Grand Bazaar; from Baklava to Fairy Chimneys was made possible. The GastroHunt project and GastroHunt videos promoting the Turkish Cuisine attracted organic participants in our social media. The new photographs obtained through the photo competition called Turkey whose home/land? were among the examples of these products. 3 The Turkey Home campaign was used in all promotional works carried out in 2014 consistently and in an integrated manner. For example, this year for the first time in more than 120 tourism fairs that we took part in 55 countries across the world, the Turkey Home campaign concept was used, and all over the world the specially designed stands addressed the people in the same visual language. In 2015 we are planning to maintain advertising activities as well as special public relations activities that would echo across the globe, and place a greater emphasis on the cultural activities.

4 This Information Report prepared to provide guidance to the applicants, who would submit bids to the Tender of Advertisement 2015 is oriented to shed a light to the utilisation of Turkey Home concept in developing a successful brand management in 2015 while developing and enriching the said concept by their creative works. 4

5 I. CONCEPT OF TURKEY HOME CAMPAIGN The Turkey Home Campaign Concept was carefully selected in line with the strategy, targets and approaches set by the 2014 campaign information report which was drawn in the light of strategic decisions adopted by the Ministry in The Turkey Home campaign concept addressed the sustainable brand management need of our country to carry towards the long term aims. With the concept the idea was to use a strategic idea constantly and consistently in order to associate Turkey with a positive concept in the peoples minds. The campaign equated our country which has been the host of several civilisations and renowned for its hospitality with the concepts of home and land. The concept of home creates feelings of warmth and security in every culture of the world and the image we are striving to create and home concept are overlapping. The Turkey Home campaign concept, which is devised for a lasting and single-voiced communication to develop and strengthen the brand identity of Turkey, and to explain the real vision of Turkey and its contribution to the civilisation, enables us to bring forth the values we wish to promote, and to create awareness and interest. The campaign also provide our desire to promote Anatolian culture of living together in harmony, as well as cultural heritage and richness. 5 The creative works utilised within the context of our campaign could differ according to the structure of the target market, however, the roof remained the same. For example, a traveller from Europe, and a businessman from Far East recognise Turkey with the same slogans, however, the visual material and messages could differ according to their own regions, interest, and cultures. We use a modular slogan structure where the initial part is fixed as TURKEY HOME OF and the remainder is changing according to the cultural and touristic diversity of our country and destination, etc. The flexible structure of our slogan enables us to come with diverse and creative messages.

6 SLOGAN HERE A sample creative work, where the structure of slogan one leg is stationary while the other is traversing, was displayed. For example an American tourist with high income level and long working hours, the message was send with the visual Home of Gulet while we address Japanese tourist who places a greater interest to the culture, with the Home of Antiquity visual. Detailed information on the campaign is provided in the Campaign Design Kit which is part of the tender documents. In the kit, logos in vector graphic format, fonts, and application and harmonising principles are included. 6

7 II. CURRENT SITUATION OF WORLD TOURISM According to the United Nations World Tourism Organisation (UNWTO), the international tourism (overnight visitors and passenger carriage) represents 29 per cent of the world s export of services, and 6 per cent of the total exports of goods and services of the world. The tourism ranks fifth in the World s exports sectors which are petroleum, chemical, food, and automotive industries. 1. Assessment of 2013 According to the data of the United Nations World Tourism Organisation, the tourism market of the world grew by 5 per cent in 2013, and the international tourist arrivals reached to 1,087 million. More than half of those arrivals (563,4 million) were welcomed in European countries. Number of Arrivals (million) Rate of Growth / / World % 5 % 4 Europe 563,4 534,4 % 5,4 % 3,6 Source: UNWTO (Tourism Highlights 2014 Edition) Tourism receipts on the international tourism arrivals was 1,159 billion US$. European countries has accounted for 489 billion US$ of the total tourism receipts. Tourism Receipts (million $) World Europe 489,3 454 Source: UNWTO (Tourism Highlights 2014 Edition)

8 2. Assessment of 2014 According to the report entitled European Tourism 2014 Trends & Prospects (Q3/2014) published by the European Travel Commission, tourism in northern and southern Europe has maintained a larger than expected growth. The number of foreign arrivals grew 4 per cent in Europe and Turkey was the fourth in number of arrivals among European countries. European tourism is expected to grow 4 per cent at the end of 2014 and 2.5 to 3.5 per cent in (European Tourism Trends & Prospects (Q3/2014)) The Forecast of Economic Growth by the IMF is lower than those of the previous years; the global growth forecast for 2014, 2015, and 2019 are displayed in the table below. According to the report published in October, the economic upturn in Hungary, Poland and Turkey has been gathering pace, and slowed down in South Eastern Europe. The expectations of economic status and the economic situation of countries are reflected directly and indirectly on the tourism activities. (World Economic Outlook; October 2014) 8 3. The UNWTO Forecasts for Tourism in 2030 UNWTO forecasts 3.3 per cent average annual growth in tourism until 2030, and the international tourist arrivals received will be 1,8 billion in The annual average growth forecasts for the period and are as follows: Number of Arrivals Forecast (million) Average Annual Growth World ,3 3,8 2,9 Africa ,0 5,4 4,6 America ,6 2,9 2,2 Asia & Pacific ,9 5,7 4,2 Europe ,3 2,7 1,8 Middle East ,6 5,2 4,0

9 III.TRENDS IN TOURISM In 2014 by the 4 per cent increase in international arrivals the travel and tourism industry of the world grew faster that the global economy. In the first half of 2014 international travel grew 4.4 per cent and international airline passenger traffic increased 4.8 per cent; domestic travel increased 2.9 per cent, domestic air travel increased 3.1 per cent, and the willingness for travel is positive. The travel expenditure is increasing. Disregarding the financial situation, 22 per cent of world population is travelling at least once a year. 68 per cent of those who made holiday bookings has done their booking online after obtaining information regarding their holiday on a mobile equipment. The trend of travel is rapidly increasing in Asia, Middle East and Latin America markets. The number of recreational travel has exceeded business travel. 9 City travels has increased 47 per cent, while travel to rural countryside has fallen 10 per cent. Young people are travelling more and spending more. The world population is rapidly aging. The number of population older than 60 years of age is expected to rise to 2 billion in 2050 from its present day level of 605 million. The significance of digital media is ever increasing. According to 2014 data, 2.5 billion people use internet globally. Out of those internet users 1.8 billion has an account in social media networks. According to the estimates of the European Commission in 2017 BRIC countries (Brazil, Russia, India, China) and South Africa would lead the tourism demand as the world fast growing economies of the world. Source :Mintel Travel Trends Report,, September ITB WORLD TRAVEL TRENDS REPORT, 2013/2014,

10 IV. TOURISM MARKET OF TURKEY Turkey is the 16 th largest economy of the world, and 6 th largest economy in Europe. In the period it is the fastest growing economy (5.1 per cent) among the OECD countries. OECD estimates that Turkey would continue to grow in average 4.3 per cent annually until 2023 and became the growth champion among the OECD countries 1. General Overlook on Tourism in Turkey While the number of visitors arriving in Turkey in 2002 was 13.2 million, this figure has reached to 37.8 million in While the tourism receipts was 12.4 billion US$ in 2002; this figure has reached to 32.3 billion US$ in The table below lists the number of tourists arrived in our country between 2002 and 2013, and corresponding tourism receipts. 10 In the period between January and September of 2014 number of foreign tourist has increased 6.11 per cent when compared with the same period of the previous year, and reached to 30 million. Year Number of Tourist Tourism Receipts * (Billion USD)

11 *Including flight and excursion receipts. Turkey is ranking 6 th among the countries with most international tourist arrivals in 2013 with 37.8 million tourists International Tourist Arrivals (Including 2013 and 2012 rankings) (million) 1 1 FRANCE 84,7 2 2 USA 69,8 3 4 SPAIN 60,7 4 3 CHINA 55,7 5 5 ITALY 47,7 6 6 TURKEY 37,8 7 7 GERMANY 31,5 8 8 UNITED KINGDOM 31,2 9 9 RUSSIAN FED. 28, THAILAND 26,5 Whole World 1087 Source: UNTWO World Barometer, October, Turkey is 12 th in the ranking of countries in terms of tourism receipts in International Tourism Receipts(Including 2013 and 2012 rankings) (Billion $) 1 1 USA 173,1 2 2 SPAIN 62,6 3 3 FRANCE 56,7 4 4 CHINA 51,7 5 5 Macao (CHINA) 51,6 6 5 ITALY 43,9 7 9 THAILAND 42,1 8 7 GERMANY 41,2 9 8 UNITED KINGDOM 41, Hong Kong (CHINA) 38, AUSTRALIA 31, TURKEY 28,0 Whole World 1198 Source: UNTWO World Barometer, October 2014

12 While the main markets of Turkey are Germany, Russia, and United Kingdom; and its emerging markets are countries in the Middle East and Balkans; its recent developing markets are China, Japan, India, and Brazil. Countries that send most tourist to Turkey ( ) GERMANY RUSSIAN FED UNITED KINGDOM GEORGIA BULGARIA HOLLAND IRAN FRANCE USA UKRAINE Source: The Turkish Ministry of Culture and Tourism 12

13 2. Our Main Destinations The top touristic destinations of our country are Antalya (11.1 million), Istanbul (10.5 million), Mugla (3.1 million), and Izmir (1.4 million). International Tourist Arrivals /2012 ANTALYA % 7,98 İSTANBUL % 11,76 MUĞLA % 2,55 İZMİR % 2,21 Source: The Turkish Ministry of Culture and Tourism The number of international tourist arrivals for the period January-September 2014 on the same period of previous year has increased 13 per cent in Istanbul, 5 per cent in Antalya, circa 4 per cent in Mugla and decreased approximately 6 per cent in Izmir. Jan-Sep 2013 Jan-Sep 2014 Change İSTANBUL % 12,74 ANTALYA % 4,74 MUGLA % 3,81 İZMİR % -5,63 Source: The Turkish Ministry of Culture and Tourism 13

14 V. TOURISTIC PRODUCTS OF TURKEY 1. Sea Tourism 8,333 km shore line Climatic conditions Natural beauties Blue Flag beaches and marinas New and modern accommodation facilities High Quality Service Main Sea Tourism Destinations: Antalya, Alanya, Izmir, Cesme, Bodrum, Fethiye, Kusadası, Marmaris, Didim, Side, Mersin, Belek, Aydın, etc. Blue Flag Beaches: There are 397 Blue Flag Beaches in Turkey. Also, 22 marinas and 12 yachts were awarded Blue Flags. After Spain and Greece, Turkey is the third in most Blue Flag awarded countries. 2.Culture/City Tourism Source: 14 Historical and cultural heritage Historical and cultural heritage of 13 great civilisations and 3 major religions Ongoing archaeological excavations at 153 sites Main Museums: Topkapi Palace Museum, Ayasofya (Hagia Sophia) Museum, Zeugma Mosaic Museum, Goreme Open-air Museum, Mevlana Museum, Istanbul Archaeology Museum, Anatolian Civilizations Museum, Ethnographic Museum, Bogazkoy Museum, Turkish and Islamic Arts Museum, Kariye Museum (The Chora Church), Ephesus Museum, etc.

15 Our sites in the UNESCO World Heritage List 1. Historical Places of Istanbul 2. Goreme National Park and Cappadocia 3. Great Mosque and Hospital of Divrigi 4. Hattusha: the Hittite Capital 5. Mount Nemrut 6. Xanthos Letoon 7. Hierapolis-Pamukkale 8. City of Safranbolu 9. Archaeological Site of Troy 10. Selimiye Mosque and the Social Complex in Edirne 11. Neolithic Site of Catalhoyuk 12. Bursa and Cumalikizik: Birth of Ottoman Empire 13. Pergamon, multilayered cultural landscape site (Izmir) 15 There are also 52 sites in Turkey that have been added to the Temporary List of UNESCO World Heritage. Ancient Cities There are 78 ancient cities in Turkey. Main Ancient Cities: Ephesus (Izmir), Perga (Antalya), Aspendos (Antalya), Sagalassos (Burdur), Catalhoyuk (Konya), Bogazkale/Hattusha (Corum), Pergamon (Izmir), Hierapolis (Pamukkale), Myra (Antalya), Laodicea on the Lycus (Denizli), Zeugma (Gaziantep), Gobeklitepe (Sanlıurfa). Art Activities Exhibitions, biennials, festivals, concerts, performances, etc.

16 3.Faith Tourism Main Monuments of Three Abrahamic Religions (Judaism, Christianity, Islam): Hagia Sophia Museum (Istanbul) Sultanahmet Mosque (Istanbul) Süleymaniye Mosque (Istanbul) St Nicholas of Myra (Santa Claus) Church (Demre/Antalya) Cappadocia Ephesus (Izmir) St Pierre Church (Antakya) Hagia Irene (Istanbul ) Selimiye Mosque (Edirne) House of the Virgin Mary (Izmir) Lodge of Mevlevi Dervishes (Konya) Deyr ul-zafaran Monastery (Mardin) Sumela Monastery (Trabzon) Harran (Sanlı Urfa) The Grand Mosque and Hospital of Divrigi (Sivas) 16 4.Health Tourism In terms of the number and potential of geothermal resources, Turkey ranks 1 st in Europe and 7 th in the world. There are 4 thermal tourism regions. Southern Marmara, Phrygia, Southern Aegean and Central Anatolia thermal tourism regions. Almost 200 thermal spring facilities in 46 provinces. Spa availability. Turkish Baths. JCI Accredited 42 hospitals. Source:

17 5.Convention Tourism Convention Tourism City Rankings in 2013 (ICCA) 1 Paris Madrid Wien Barcelona Berlin Singapore London Istanbul Lisbon Seoul 125 Istanbul is ranking 8 th among the international convention cities in 2013, and first among the conventions with more than 500 participants 6.Golf Tourism There are 27 golf courses in 14 championship facilities in Turkey. 17 Main Golf Destinations Belek Istanbul Bodrum Aydın 7.Winter Tourism Main Winter Destinations Palandöken Uludağ Kartalkaya Erciyes Sarıkamış Davras and winter tourism centers alike

18 8.Nature Sports High Pastures tourism Surf/sail Underwater sports Rafting Mountaineering Trekking Caving Bird watching Paragliding Main Destinations of Nature Sports Black Sea Region, Mediterranean Region, Aegean Region 9.Shopping Tourism 18 Historic shopping places (Istanbul Grand Bazaar, Egyptian Bazaar, Izmir Kızlaragası Inn, Ankara Cıkrıkcılar Yokuşu (Winder Slope), Gaziantep Bakırcılar Çarsısı (Coppersmiths Market), etc.) Modern shopping malls offering the world brands 10.Youth Tourism Camping Entertainment Sports activities 11.Gastronomy Tourism Traditional Ottoman and Turkish cuisine

19 VI. GENERAL IMAGE OF TURKEY IN TARGET MARKETS Meeting Point of East and West Constituents of the Image of Turkey Cradle of Civilisations Historic and natural heritage Turkish hospitality Traditional Turkish Cuisine Variety of Tourism High quality tourist resorts and facilities VII. PROMOTIONAL STRATEGY AND TARGETS OF TURKEY 1. Target Group Age groups 25 44, 44-64, and 65+ Families with children Levels of education and income are medium or higher Persons travelling quite frequently Ecologically sensitive people People with great awareness of brands People interested in activities and other cultures People following social media Marketing Targets Increasing Turkey s market share in target markets Increasing the share of upper income level group visiting our country Increasing per capita expenditure and duration of stay Reducing seasonality, and spreading tourism demand over 12 months Increasing demand to tourism variants such as culture, golf, winter, convention, health, yachting, city, youth, shopping, and eco-tourism

20 Ensuring a balanced distribution over the tourism regions 3. Communicational Strategy and Targets Strengthening the image of Turkey in the world tourism market Creating an original, attractive and unique identity Positioning Turkey as a country with a deeply-rooted cultural heritage offering a matchless travelling experience, and a modern hospitable country Introducing strikingly the travel experiences Turkey offers Promoting with messages dissimilar to the messages of rival countries who offered similar promises. Promoting main destinations such as Istanbul, Antalya, Izmir, Mugla, Cappadocia, Black Sea, Nemrut, Mardin, Gaziantep, etc., at the forefront. Stressing the variety of product range by focusing on travel motivations such as culture, health, golf, convention, gastronomy, sports and artistic activities, and shopping to diversify from sea-sand-sun. Stressing the hospitality of the Turkish people and adding human aspect in promotions by presenting segments of daily life The Intended Impact on the Target Audience Prompting interest in those who have not visited Turkey yet, and creating the desire to revisit Turkey among those who travelled Turkey Motivating target audience to have their holidays in Turkey. To make sure that the target audience consider visiting Turkey a matter of prestige and add value to this prestige Prompting interest in tourism varieties such as culture-city, health, golf, convention, sport, youth, shopping, winter, etc., besides the Sea-Sand-Sun tourism