digital strategy for turkey!

Download Digital Strategy For Turkey!

Post on 13-Nov-2014

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The presentation was created to assess how a digital strategy could be created so a country like Turkey could utilize the growing tourism market from India India.

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  • 1. Things You Didnt Know About Turkey 6th Most Visited Country In The World*UN World Tourism Organization

2. Things You Didnt Know About Turkey 6th Most Visited Country In The WorldVariety Sun, Sand, History, Food, Luxury**Turkey Tourism Board 3. Things You Didnt Know About Turkey & India 6th Most Visited Country In The WorldVariety Sun, Sand, History, Food, Luxury 24,500 Indian Travelers - Jan - April 2013**Travel Data From Yatara.com 4. Things You Didnt Know About Turkey & India 6th Most Visited Country In The WorldVariety Sun, Sand, History, Food, Luxury 24,500 Indian Travelers - Jan - April 2013Indian Outbound Travel - 50 Million 2020 **UN World Tourism Organization 5. Things You Didnt Know About Turkey & India 6th Most Visited Country In The WorldVariety Sun, Sand, History, Food, Luxury 24,500 Indian Travelers - Jan - April 2013Indian Outbound Travel - 50 Million 2020Whats The Challenge? Turkey is not seen as travel Destination 6. The Brief! the problem.Travelers Unaware Of TurkeyGoal.Drive Awareness on TurkeyBudget.MinimalisticTiming.Six Months 7. The Insights 8. The CountryInsight 180 percent of tourist arrivals : leisure segment 20 percent of tourist arrivals : MICE segmentInsight 2Indians are not aware of Turkey beyond IstanbulInsight 3Turkey has been a very popular destination over the last few years, especially for families1. Ozgur Ayturk, culture and tourism counsellor, Turkey 2. N. Sevgi Boz, the former Turkish Culture and Tourism Counsellor 3. Sharat Dhal, President, Yatra.com 9. TravelerInsight 4Singapore continues to be the first most visited destination for Indian TravelersInsight 5Direct flights to a number of foreign tourist destinations, Indians would rather spend their extended weekends overseasInsight 6Two categories of Indian travelers growing at the top end and the bottom end4. The Nielsen India Outbound Travel Monitor 5. Times Of India 6. Times Of India: 10. DigitalInsight 7Seven in ten leisure travelers (70 per cent), actively research and plan trips via internetInsight 8Facebook most important platform for marketers in India for engaging customers, followed by Twitter, YouTube and bloggingInsight 93G subscriber numbers are projected to cross 107 Mn by 2015 growing at a CAGR of 190% between 2011 and 2015 7. The Nielsen India Outbound Travel Monitor 8. Social Media Marketing - India Trends Study 2013 EnY 9. Mobile Broadband- Outlook 2015 - PwC 11. Communication Strategy What we know that other travelers dont ? Turkey is a land of culture, heritage, beaches, luxury, food and is close What appeals to Indians? Cost, food, safety, ease of Visa Three things to communicate? 1. Turkey Gateway To Europe 2. Turkey Affordable Haven 3. Turkey Exotic Location Close to home 12. Digital Strategy Comm.Comm.TrafficEngagementSocial MediaAdvertising Comm.Comm.TrafficDataDatabaseMobile SearchComm.Traffic DataWebsiteTargetTrafficSEO/SEM 13. How To Achieve? 14. Have You Met...TuTu? 15. What Does He Do? I Help In Flight BookingsI Talk About Turkey.. 16. The Execution 17. Phase I | 1 Month - Curiosity Action Plan: TuTu guides on Website About Turkey, Visa, Air Ticket, Stay & Food Links to Social Media & Blog Section Evaluation: Traffic On SM & WebsiteAction Plan: General Facebook, Twitter, Pintrest Conversation with TuTuEvaluation: Traffic on site; sign - upsAction Plan: Blog section on our websiteAction Plan: Strategic placement of banner ads.Collating blogs on the websiteWho is TuTu?Evaluation: No. of hits; bloggersEvaluation: Click through rate 18. Phase II | 2 -4 Months - Engagement Action Plan: Continue driving interactions on website; blogs; Advertise promotional activityEvaluation: Registrations; trafficAction Plan: Promotional Activity Engaging those traveled before photo contest. Promotion Discount on hotel booking Evaluation: Traffic on site; sign - upsAction Plan: Email Campaign - 6 emails twice a month. Includes information & contestAction Plan: Strategic placement of banner ads on mobileEvaluation: No. of hitsEvaluation: Click through rate; App DownloadMobile App for Turkey 19. Phase III | 5-6 Months - Purchase Action Plan: Continue driving interactions on website; blogs;Action Plan: Promotional Activity Trivia Know Your Turkey Advertise promotional activityGiveaway Tickets To Turkey What fascinates you about Turkey Evaluation: Traffic on site; sign - upsEvaluation: Registrations; trafficAction Plan: Email Campaign - 8 emails Weekly. Includes information & contest Mobile Database Evaluation: No. of hitsAction Plan: Strategic placement of banner ads on mobile Mobile App for TurkeyEvaluation: Click through rate; App Download 20. Questions

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