Adrian Awards 2017
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Entry Title
Turkey Ministry of Culture and Tourism: NewYorkTimes.com's Top 52 Places
Division
Public Relations
Category
FEATURE PLACEMENT ONLINE - Consumer Media
Sub-category
PR Single Item
First Name
Virginia
Last Name
Sheridan
Marketing Objectives:
Clearly state your marketing goals.
What did your company strive to achieve using this piece or program?
• Show that Turkey is not so different to other major tourism destinations impacted by the geopolitical and natural environment of today’s world, whether from global conflict or local crime to disease or extreme weather, as we’ve seen specifically from terrorism in Paris, Nice, London, Madrid, Sydney, Berlin, Copenhagen, New York, Boston, and even Fort Lauderdale and Orlando, in Florida. • Show that travelers can return to Turkey just as they have returned to previous destinations impacted by terror, politics, or natural events. • Show the media they can return to covering Turkey as a viable travel destination for their readers. • Show the Ministry of Culture of Tourism of Turkey that marketing and promotion of the country is not only viable in the current climate, but entirely necessary. • Reverse the lost year of Tourism, and increase visitation in 2017.
Target Audience:
Who was/is the target audience?
Characterize the composition, size, and location of your target audience.
• Media and Influencers – the primary audience of this piece is to convince other media that the time has come to restart coverage of Turkey as a cultural and tourism destination. • The Turkish Ministry of Culture and Tourism – generating positive coverage of the country’s cultural and destination assets, we are directly targeting a message to the Ministry of Culture and Tourism that it is possible to achieve positive media against a backdrop of crisis. • Travelers – ultimately the audience to reach are travelers of all kinds to return to Turkey. • Given the sensitive nature of the situation, the ambitious goal, and the non-traditional audiences we needed to reach to achieve our objectives, we required a highly-specific result that would influence the influencers to follow the lead independently. • We needed to tip the biggest domino, and use that as a tool to influence other media to reignite positive publicity.
Research, Planning, and Implementation:
What market research was conducted prior to planning the piece/campaign? Describe the production and delivery method used to execute the project.
• As architects of Turkey’s travel PR success before its lost year, we knew how to influence travel media through the strategic pursuit of major branding accolades. • For destinations, the Super Bowl of accolades is The NYT's “Top Places to Go” list that is published in January and sets the tone for the year ahead – it is widely followed by travelers and travel writers. • For most destinations, one placement is a crowning achievement. Twice or more is extremely rare, as editors constantly search for the next big thing. • Turkey was on EIGHT times since 2009: The Aegean Sea and Bodrum (2009), Cesme and Istanbul (2010), Erzurum (2011), Istanbul (2013), Kas (2015) and Cesme (2016). • While doing so again in 2017 would be more difficult, it required the same method. Old-school PR: A relevant story. Existing Relationships. And a tenacious pitch. • Followed by a second and third story, additional relationships, and alternative pitches when the first and second attempts were rejected.
Message:
What is the key message intended for the piece/campaign?
What differentiates your piece/campaign in the marketplace?
Message for Travelers: No destination can claim to be “safe” due to any number of unforeseen situations.In all cases, travelers must evaluate the current reality of travelling to each place. The size of Turkey provides different options to consider for travel to the country Message for Media: NYT has endorsed Turkey to its readers as a top place to visit in 2017 Message for The Ministry of Culture and Tourism: Positive PR of travel is possible among media despite negative news Differentiators: Of the 52 destinations in the list, only one is from a country in crisis: Terrorist attacks. Drowned refugees. A neighboring civil war. Attempted coup. A deterioration of diplomatic ties. And constant coverage of all those crises in the NYT itself. At only 100 words, the size and placement of the piece alone is by no means a major feature. But given its strategic message placed at a strategic moment, it had more of an impact on Turkey than any story in any other publication at any other time.
Results:
Which of your original goals did you achieve and how?
How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns.
• Message: The New York Times recommended Turkey, calling the island of Bozcaada, “delightfully secluded: a 50-minute plane ride from Istanbul to Canakkale followed by a leisurely ferry ride.” • Influence: Media immediately began covering Turkey as a travel destination again, with Newsweek naming Istanbul Biennial one of the world's top exhibitions worth traveling for. • Lobbying: The placement was used as a “proof of concept” on promoting the country in 2017. Conde Nast Traveller Turkey wrote a full-page feature. Wire service DHA Agency syndicated a story to consumer and travel trade outlets. NTV live-interviewed the Agency on the country’s perception in the U.S. • Promotion: As a result, official public relations promotion in the U.S. resumed in 2017 for the first time since 2015. • Tourism: More than 17 million people have visited Turkey in 2017 – an increase of 22 percent compared to the first seven months of 2016, and up 46.36 percent in July compared to July 2016.
Please select a budget range:
Budget Continued:
Please provide as much of the following information as possible:
a) Include total budget vs. total actual cost.
b) How much revenue has the piece or campaign generated and does this amount to your goal?
c) What was the return on investment? If this information is confidential, please state as much in the text box provided.
• While the agency had been the public relations AOR of the Ministry of Culture and Tourism of Turkey from 2009 to the end of 2015, all global marketing and promotions were placed on hold during 2016. • As a result, the agency conducted this initiative on a pro-bono basis, incurring the cost to the time and expense of its employees for the overall benefit to the reputation of the country’s tourism sector.
Entry Award:
Gold