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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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Digital Strategy
for
TURKEY
Things You Didn’t Know About Turkey
………6th Most Visited Country In The World*
UN World Tourism Organization
Things You Didn’t Know About Turkey
………6th Most Visited Country In The World
………Variety – Sun, Sand, History, Food, Luxury*
*Turkey Tourism Board
Things You Didn’t Know About Turkey & India
………6th Most Visited Country In The World
………Variety – Sun, Sand, History, Food, Luxury
………24,500 – Indian Travelers - Jan - April 2013*
*Travel Data From Yatara.com
Things You Didn’t Know About Turkey & India
………6th Most Visited Country In The World
………Variety – Sun, Sand, History, Food, Luxury
………24,500 – Indian Travelers - Jan - April 2013
………Indian Outbound Travel - 50 Million 2020 *
*UN World Tourism Organization
Things You Didn’t Know About Turkey & India
………6th Most Visited Country In The World
………Variety – Sun, Sand, History, Food, Luxury
………24,500 – Indian Travelers - Jan - April 2013
………Indian Outbound Travel - 50 Million 2020
What’s The Challenge? Turkey is not seen as travel Destination
The Brief!
the problem.Travelers Unaware Of Turkey
Goal.Drive Awareness on Turkey
Budget.Minimalistic
Timing.Six Months
The Insights
The Countr
y
Insight 1
Insight 2
Insight 3
80 percent of tourist arrivals : leisure segment 20 percent of tourist arrivals : MICE segment
Indians are not aware of Turkey beyond Istanbul
Turkey has been a very popular destination over the last few years, especially for families
1. Ozgur Ayturk, culture and tourism counsellor, Turkey2. N. Sevgi Boz, the former Turkish Culture and Tourism Counsellor
3. Sharat Dhal, President, Yatra.com
:
Traveler
Insight 4
Insight 5
Insight 6
Singapore continues to be the first most visited destination for Indian Travelers
Direct flights to a number of foreign tourist destinations, Indians would rather spend their extended weekends overseas
Two categories of Indian travelers growing — at the top end and the bottom end
: 4. The Nielsen India Outbound Travel Monitor 5. Times Of India6. Times Of India
Digital
Insight 7
Insight 8
Insight 9
Seven in ten leisure travelers (70 per cent), actively research and plan trips via internet
Facebook most important platform for marketers in India for engaging customers, followed by Twitter, YouTube and blogging
3G 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
Communication Strategy
What we know that other travelers don’t ?
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
Digital Strategy
Target
Social Media
Mobile
SEO/SEM Website
Database
Advertising
Comm. Comm.
Traffic Engagement
Comm.
Traffic
Comm.
Data
Comm.
Traffic
Data
Search
Traffic
How To Achieve?
Have You Met….
..TuTu?
What Does He Do?
I Talk About
Turkey..
I Help In Flight
Bookings
I Help
With
Accom
m-
odation
I Plan Trips To Turkey
I Give
Prizes
Too…
The Execution
Action Plan:• TuTu guides on Website – About Turkey, Visa, Air Ticket, Stay & Food
•Links to Social Media & Blog Section
Evaluation:Traffic On SM & Website
Action Plan:•Strategic placement of banner ads.
•Who is TuTu?
Evaluation:Click through rate
Action Plan:•Blog section on our website
•Collating blogs on the website
Evaluation:No. of hits; bloggers
Action Plan:•General – Facebook, Twitter, Pintrest
•Conversation with TuTu
Evaluation:Traffic on site; sign - ups
Phase I | 1 Month - Curiosity
Action Plan:• Continue driving interactions on website; blogs;
• Advertise promotional activity
Evaluation:Registrations; traffic
Action Plan:•Strategic placement of banner ads on mobile
•Mobile App for Turkey
Evaluation:Click through rate; App Download
Action Plan:•Email Campaign - 6 emails – twice a month. Includes information & contest
Evaluation:No. of hits
Action Plan:•Promotional Activity – Engaging those traveled before – photo contest.
•Promotion – Discount on hotel bookingEvaluation:Traffic on site; sign - ups
Phase II | 2 -4 Months - Engagement
Action Plan:• Continue driving interactions on website; blogs;
• Advertise promotional activity
Evaluation:Registrations; traffic
Action Plan:•Strategic placement of banner ads on mobile
•Mobile App for Turkey
Evaluation:Click through rate; App Download
Action Plan:•Email Campaign - 8 emails – Weekly. Includes information & contest
•Mobile DatabaseEvaluation:No. of hits
Action Plan:•Promotional Activity – Trivia – “Know Your Turkey”
•Giveaway – Tickets To Turkey – What fascinates you about TurkeyEvaluation:Traffic on site; sign - ups
Phase III | 5-6 Months - Purchase
Questions –