Title of Abstract
Istanbul Place Branding Campaign
Poster Number
45
College
College of Arts and Sciences
Department
Mass Communication
Faculty Mentor
Dr. Padmini Patwardhan
Abstract
The branding strategies a city uses to market itself are vital to the tourism industry and overall well-being of the place. While lacking a large tourism industry, Istanbul is considered the European Cultural Capital City. Bridging Europe and Asia, Istanbul encompasses the cultures of many nations. Part of its tradition includes social gathering at meyhanes, or pubs, which have evolved over centuries into trendy nightclubs and bars. Because of its geographic diversity, the city also is able to offer numerous adventure activities, all within its borders. There is always something to experience, no matter the time of day. This campaign was created to increase awareness of Istanbul as a tourist destination. Consumers will be informed about the lesser-known attractions Istanbul has to offer, especially its nightlife and adventure. Viewers will feel drawn to the city because it perfectly encompasses the excitement and trendiness that they want out of a vacation. They will be influenced to book a trip on their travel sites, to visit the city for its adventure, and discuss it as a travel destination with other young, hip peers. Istanbul stands for adventure and being daring. This is not your typical holiday, as it offers so much more history and culture than the typical urban destination, and so much more edge than the average historical site. This positioning will be highlighted in the various deliverables of the campaign
Course Assignment
Advertising Copy & Layout, MCOM 349
Start Date
22-4-2016 2:15 PM
End Date
22-4-2016 4:15 PM
Istanbul Place Branding Campaign
Richardson Ballroom
The branding strategies a city uses to market itself are vital to the tourism industry and overall well-being of the place. While lacking a large tourism industry, Istanbul is considered the European Cultural Capital City. Bridging Europe and Asia, Istanbul encompasses the cultures of many nations. Part of its tradition includes social gathering at meyhanes, or pubs, which have evolved over centuries into trendy nightclubs and bars. Because of its geographic diversity, the city also is able to offer numerous adventure activities, all within its borders. There is always something to experience, no matter the time of day. This campaign was created to increase awareness of Istanbul as a tourist destination. Consumers will be informed about the lesser-known attractions Istanbul has to offer, especially its nightlife and adventure. Viewers will feel drawn to the city because it perfectly encompasses the excitement and trendiness that they want out of a vacation. They will be influenced to book a trip on their travel sites, to visit the city for its adventure, and discuss it as a travel destination with other young, hip peers. Istanbul stands for adventure and being daring. This is not your typical holiday, as it offers so much more history and culture than the typical urban destination, and so much more edge than the average historical site. This positioning will be highlighted in the various deliverables of the campaign
