Turkey… The world’s sixth most popular tourist destination… A rising star… A key player in international tourism… In 2014, the Turkish Ministry of Culture and Tourism selected I Mean It as its sole official communications agency to develop a holistic and strategic communications approach. The Ministry was looking for a concept that Tourism Turkey could use consistently over the next decade. Our recommendation was “HOME.”
Over the last 12 thousand years, Turkey has been home to dozens of civilizations, a unique quality in the history of mankind. As the agency of record of the Turkish Ministry of Culture and Tourism, our job was to increase global awareness of that fact. Therefore, we prepared and implemented a 360-degree campaign in 77 countries, using a mix of print media, outdoors and digital media. But we had one more task to accomplish: create a series of short, TV commercials.
We created a structure in which every commercial opens with a fun fact, followed by stunning scenes of Turkey. All advertisements end with a call to action to visit Turkey. Combined with an authentic yet upbeat tune, the 15-commercials were translated into many different languages. From popular destinations like Cappadocia and Ephesus to local culinary traditions such as Turkish Coffee and baklava, we portrayed 11 different values Turkey has to offer.