by Istanbul Convention & Visitors Bureau
ICVB launches its new global campaign to demonstrate the breadth and variety of Istanbul as a destination, highlighting the city’s high-tech modern infrastructure juxtaposed against its monumental history to metaphorically reflect ‘A Tale of Two Cities’.
ICVB has launched a re-branding project to demonstrate the breadth and variety of Istanbul as a destination with the metaphorical ‘A Tale of Two Cities’ campaign. The new integrated global PR and advertising MICE campaign will run during the year and reach an audience of over 550,000 in many international Meetings & Incentive publications across print and online channels in the US, UK, France, Germany, The Netherlands, Belgium and India. The campaign includes adaptations in the local languages, whilst maintaining a striking and identifiable brand image.
The concept behind the campaign is to create awareness of Istanbul as a flourishing and successful MICE destination Istanbul highlighting both its charm and capacity – by breaking down misconceptions with the ‘two cities’ slogan and brand campaign whereby the city’s high-tech modern infrastructure is juxtaposed against its monumental history. Readers will be directed to the ICVB’s informative, visually rich and interactive website and to features including a destination video of the city and a congress city map for international delegates.
General Manager for the Istanbul Convention & Visitors Bureau, Ozgul Ozkan Yavuz, says: “We have created this bold and dynamic campaign to strengthen city’s position in our already existing markets and to reach out new regions around the world, to project a clearer message about our city and to highlight and personify Istanbul’s contrasting styles in a huge variety of venues. It offers a glimpse into the huge variety of venues and accommodation on offer for any size of meeting and incentive, from the historical and stately to the cosmopolitan and cutting edge including 7 convention centres, 3 exhibition centres, 49 universities and many unusual venues to name just a few. We are proud to be ranked 8th in the world by the ICCA as a Congress Destination and we are confident that our new creative campaign will work hard towards our ultimate goal of positioning Istanbul as one of the top three congress destinations in the world”.
The new campaign builds on the ICVB’s re-branding project which started in Turkey in July 2014 and included launching new marketing communication tools such as the new Meeting Planners Guide.
The ICVB has also extended their visual brand identity across various social media platforms through up-to-date content, presence and interaction, with presence now on Facebook, Twitter, Instagram, Pinterest and Youtube. Utilising their many partnerships such as Istanbul’s first official online guide, www.howtoistanbul.com, ICVB are also increasing online interactivity with features such as How to Istanbul’s upcoming Instagram competition.
Your contact at Istanbul Convention & Visitors Bureau:
Özgül Özkan Yavuz
tel. +90 212 522 5555
Your contact at tmf dialogue marketing:
Project Manager Content & PR
tel. +49 931 9002 114