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 humankind. 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: to inform the members of the press about the campaign.
To achieve that we created a branded newspaper for the launch event. The 24-page Gazette covered a broad range of topics. The content of the paper included but not limited to the objective and the story of the campaign, historical statistics, articles written by the Turkish Ministry of Culture and Tourism, essays on country branding, the full description of the campaign, and future success metrics.