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: encourage mass participation of locals as well tourists in the campaign.
We answered by creating the TURKEY: HOME app. With this app, tourists could take a photo, add a slogan, which starts with “Turkey, home of”, and finally share their “Turkey, Home” poster with their social circle. Any person, who uses a smartphone that has an iOS or Android operating system could download and use the app with ease.
Within months, tens of thousands of people downloaded the TURKEY: HOME application. As a result, hundreds of thousands of “Turkey, home of” posters were created and shared digitally. Thanks to the app, the masses got involved with the campaign, allowing it to spread around the world organically, and free of charge!