Tourism

According to Hospitality Trends (2010) the fourth quarter of 2009 found 11 increase in touristic market in Turkey. For the past several years France, U.S.A, Germany, the UK, Russia and Italy have remained vital markets for Turkey. However it decided to further expand the concept among other nations while enlightening the image of the country. Moreover the 4 decrease was noticed among foreign tourist towards the hospitality sector of Turkey. The recent attempts have highlighted to increase its importance as well. It is also being predicted that lira will appreciate against Euro in near 2011 and this will constrain the scope of Germany and Russia and UK markets.  Last year Ritz-Carlton said that it will establish two more hotels in Bodrum and Istanbul while considering it as a lucrative market.

Turkey Tourism Campaign Analysis

Current situation of Turkey Tourism
According to UN (2009) the environment of Turkey is different from other countries. About 6 million Turkish live in Europe and 3 million in Germany and every year they come to Turkey to spend their holidays. More importantly foreign visitors are allowed to purchase houses in Turkey. In recent years security has further tightened to allow visitors to visit different cities fearlessly. The modern Turkey tourism comprises of well known resorts and cruise tours. About 0.2 million Spanish visited Turkey on tourism in 2007. In 2008 about 30.9 million foreign visitors toured Turkey. Today it is the 10th biggest revenue generator in tourism business worldwide.  
         
According to Tourism Turkey (2009) some of the key elements in advertising are as follows

Primary Objective To promote specific destination in Turkey
Marketing goals To expand turkey market share in international touristic market by increasing the number of visitors and gross profit by 10 and 12.

Communication goals The focus remains on events and festivals like Christmas, New Year, Easter, and holidays. The campaign portrays Turkey as an important place for international sports events.
Appeals The campaign focuses on SOL (slice of life).

Product specification The campaign highlights specific destinations like Istanbul, Ephesus, Black Sea Region, Anatolia and Antalya. The prominent sports like Golf, Surfing, Cave tours, Underwater sports, Trekking and Rafting are specifically highlighted.

Target Market It basically targets middle and higher education and income groups who consider product quality chief other than price factor. The age group comprises of young and middle age potential segments. Some of the important segments include (seasonal travelers with 40 plus age and annual income of 50, 000 or more, tour agents, families and travel agents).  

ATL (above-the-line) activity ATL activity basically comprises of television commercials, print media and radio channels.  Comprehensive Istanbul TV commercials and Turkey TV commercials are developed and Television, print and radio channels have remained the significant concern. VIP tourism (2010) acknowledged that the recent Turkish publicity is aired across 83 different countries. The key channels are as follows

In Russia TV key channels focused were (STS, ORT, ONT, Rossiya and Domashniy), magazines include (GEO, Afisha Mir, Liza Good and Turism Practic).

In Ukraine the campaign was launched at 9 TVCs and 12 print ads. In Moldova the campaign was launched at 5 TVCs and 4 print ads. In Poland it includes 15 TVCs and 15 magazines.

The campaign also focused on Middle East, North Africa, South Korea, China, Japan, India, Thailand, Indonesia, Singapore and Malaysia. Emirates Business (2010) instigated that Turkey opt for Dh 15 million investments for the advertising plan while focusing on U.A.E, Qatar, Kuwait and Bahrain. More importantly number of visitors from Saudi Arab, Morocco and Kuwait increased by 16.45.

BTL (below-the-line) Activity BTL activity basically focuses on one-to-one marketing where target specific segment or niche segment specifically comprising of POS (point-of-sale), exhibitions, events and many more. Different BTL activities are going to take place at shopping centers, sub ways, theatre, opera, art gallery and international buildings. The insight acknowledged that the management went for one-to-one edification along with 1.200 travel agents about the tour and the second largest exhibition with 26 exhibitors took place along with resorts, airlines and hotels.  

Positioning Turkey has positioned itself as a place for those who prefer experience for historical existence and glamour of European culture.

Creative, Media Planning and Media Buying Global Advertising Strategies and OYKU Agency were awarded the responsibility for creative, media planning and shopping in case of North America. According to YNetNews (2010) Turkey invested 2 million and Merhav Shaked, Inbar and PR Agency have been awarded the responsibility to convince Israeli citizens about the tourism to Turkey. The key emphasis is given to Istanbul which is honored as a cultural capital of Europe in the year 2010.

Future Strategy
The key focus should be given to competitive structure. The country needs to promote cultural heritage and further enhance the capability of natural resources. The creative must portray the delightful and fine-looking social environments in accordance with the visitors. Three crucial factors which can enhance Turkey credibility include quality service and facility and hospitality services while highlighting the importance of being cost efficient. Some of the key improvement factors are as follows

They need to promote local businesses and SMEs.
Instead of focusing mass tourism they must focus on niche markets.
E-tourism along with simulation must be practiced.
Transport facility must be given prominence.

Conclusion
It can be concluded that the recent tourism campaign by Turkey intrinsically focused on IMC (integrated marketing communication) plan. It was a 360 degree plan and it remained successful in communicating the key objectives of the advertising strategy.