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Europalia is a major international arts festival held every two years to celebrate one invited country’s cultural heritage. Since 1969, Europalia has organized some twenty-four festivals. Each has turned the spotlight on one culture in a comprehensive programme of music, fine arts, photography, cinema, theatre, dance, literature, architecture, design, fashion, gastronomy. 2015 was the year of Turkey. And as the sole official communications agency of the Turkish Ministry of Culture and Tourism, it was I Mean It’s task to promote Tourism Turkey.

During the festival, the city of Brussels became a European hotspot for “anything Turkey”. Exceptional masterpieces from the greatest Turkish museums were exhibited. The best contemporary Turkish arts were displayed. And traditional and contemporary Turkish dances were staged. We contributed to Turkey’s promotion by covering Brussels with tasteful tourism posters, billboards and ads.

Our design was inspired by the cultural values of Turkey. We incorporated iconic items such as the Trojan Horse, evil eye bead, the Maiden’s Tower, and fairy chimney’s of Cappadocia into our design. By unapologetically using the word Turkey with a bold font, we boosted the visibility and memorability of our design. Moreover, by using a wide range of national values, we showcased the unmatched cultural wealth of the country, thus helping augment Turkey’s brand value.

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