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: shoot a new promotional video for Tourism Turkey.
In line with the campaign’s core idea, we created a concept called, “Feels like home.” We travelled all around Turkey, visited its historic sites, shooting awe-inspiring scenes. The video included moments of hospitality, warmth and openness. And by using a child for voice over, we added an extra layer of friendliness to the video. The result was a down-to-earth commercial, which successfully highlights that in Turkey, guests actually do feel like they are at home.