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 HD-quality, engaging video content for Tourism Turkey.
To support the Home Campaign, we shot a mini-documentary series called, “Journey Through Turkey.” Our host Jeffrey Young introduced 27 tangible as well as intangible values of Turkey in a series of 2-minute upbeat documentaries. The topics ranged from how to prepare and eat baklava to Cappadocia, to the etiquette of drinking Turkish Coffee, the Centennial of the Gallipoli War, and one of the best windsurfing spots in the world, Alacati!
In less than a year, more than 13 million unique users watched our documentaries on Youtube. Finally, the Journey Through Turkey mini-documentary series became a part Turkish Airlines’ in-flight entertainment system.