ICT-Based Tourism Marketing: Turkish Case. MINISTRY OF CULTURE AND TOURISM Directorate General of Promotion
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1 ICT-Based Tourism Marketing: Turkish Case MINISTRY OF CULTURE AND TOURISM Directorate General of Promotion 2015
2 Directorate General of Promotion 44 Culture and Information Offices in 39 countries, New offices in, St. Petersburg, Sao Paulo, Sydney, Shanghai and Toronto, A new promotion strategy for a developing and growing Turkey with a respected worldwide brand Forming the country perception correctly, Coordination, Sectoral efficacy.
3 Directorate General of Promotion / Targets To enhance and strengthen the brand identity of our country, To make the brand value sustainable by ensuring continuity and stability at promotion, What we are doing to increase the success at marketing the tourism products: Advertising campaign Digital and social media campaigns Exhibitions Joint activities with the private sector Cultural Diplomacy Supporting the cultural and art projects
4 Directorate General of Promotion / Targets Over 100 countries with a budget of USD 50 M, On traditional channels like print media, outdoor, radio etc., A global image campaign which is wholistic, monophonic and contains our entire values; Turkey Home.
5 Advertising Campaign Samples of Creative Works
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15 Digital and Social Media Campaigns / Aim Strategic partnerships with the world s most powerfull digital and social platforms Sustainable development of the tourism potential of Turkey Effective promotion on a global base Turkey s cultural values and tourism products
16 Digital and Social Media Campaigns / Strategy Roof Campaign Digital and Social Channels Digital and Social Promotion Campaign Global Strategic Partnerships Leading the Strategic Initials İn the World The most successfull country using the the platforms in the World January 2014 March2014 April 2014 June 2014 September Social Media Strategy Digital Media Strategy Travel Media Strategy Social ve Digital Channels Content Strategy Performing the content strategy Planning and performing the media strategy Twitter #1 Destination Integration of E-Visa Analitic Modelling Dynamic Packaging Booking.com Instagram Database targeted promotion and CRM Strategy Destination(s) Cross Promotion Strategy Authentic content for strategic countries and communicaiton in local languages
17 Digital and Social Media Campaign / World Ranking Australia USA TURKEY Mexico UK Facebook Twitter Google Instagram YouTube Pinterest LinkedIn Vine Total
18 The Winners of Skifties 2015 Social Media Awards for Travel Brands Best Branded Facebook Page Turkey Home
19 Digital and Social Media Campaign / Evaluation Creating the right video and picture content for each channel Increasing the efficiency with innovative content and different games Revising all the activities in a way that will support the social channels A platform where positive stories are told to the world More than 3,8 million followers out of which over %90 are foreigners
20 GoTurkey.com Goturkey.com web site has been integrated with Home campaign and the icons of our social media channels were added to the site.
21 hometurkey.com Digital and Social Media Campaigns / Landing Page (Micro Site)
22 Digital and Social Channels Maximum number of followers in the world as a country/destination (619,000)
23 Digital and Social Channels More than 2,7 million followers
24 Digital and Social Channels Information and news sharing platform about Turkey where national and international travel industry professionals get together
25 Digital and Social Channels More than 350 thousand followers on Google s social media platform google+ which has 300 million monthly active users
26 Digital and Social Channels End-to-end strategic partnership with the world s leader digital travel information and reference point Effective promotion at the world s prominent photo sharing platform. A platform where an interesting photo content about Turkey is shared in albums.
27 Digital and Social Channels / Samples of Content
28 Digital and Social Channels Creating a specially designed channel at Youtube, the largest video sharing platform in the world, managing the content and promotional activities
29 Turkey: Home Promotional Movies From Turkish Coffee to the Grand Bazaar and from Baklava to the Fairy Chimneys, a documentary series of 28 movies which tell the most important values of our country have been created and are promoted at the related channels.
30 Turkey: Home Promotional Movies
31 Turkey: Home Promotional Movies
32 Turkey: Home Promotional Movies Movies are watched at Turkey: Home s official YouTube channel with HD quality and can be shared at the social media.
33 Digital PR Project: Gastro Hunt This project which aimed to highlight the cultural and historical values of Turkey starting with the Turkish cuisine by using the power of social media, has reached out to more than 2 million followers and led to an organic and intense users traffic to our social channels along with an important increase in the number of likes.
34 Digital PR Project: Fashion Hunt This project took place during İstanbul Fashion Week between 16th and 21st of March, social media influencers on fashion from US, France, Russia and Greece were invited to Turkey for the project and reached out to 3 million followers.
35 Digital PR Project: Gastro Hunt
36 Digital Ads
37 Digital Ads / TripAdvisor
38 Digital Ads / Expedia
39 Digital Ads / Matador Cooperation for content production and advertisement
40 Digital and Social Media Campaign / Evaluation State Institutions and Organizations Individuals Private Sector Associations and Unions
41 Thank You Ministry of Culture and Tourism Directorate General of Promotion
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