Turkey kicks off $50m global pitch for tourism biz

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Daily News (Turkey) December 06, 2001

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ISTANBUL - The Turkish Tourism Ministry has embarked on a public tender for Turkey's $50 million international tourism push in 2002.

Local and multinational ad agencies have been invited to pitch either independently or as part of a consortium for a package that covers 50 markets grouped in 11 regions. Deadline is Dec. 19.

Agencies may pitch for one or any number or all of the country groups. The groups and their respective budget allocations are:

Group 1: $18 million -- Germany, Poland, Austria, Switzerland, Romania, Bulgaria, Greece, the Czech Republic, Slovakia, Hungary and former Yugoslavian Republics;

Group 2: $7 million -- Russian Federation, the CIS and Moldavia;

Group 3: $9 million -- The U.K., Ireland, the Netherlands, New Zealand, Sweden, Denmark, Finland, Estonia, Lithuania, Norway, South Africa and Australia;

Group 4: $6 million -- The U.S. and Canada;

Group 5: $3 million -- France and Belgium;

Group 6: $1 million -- Spain, Portugal and the Latin American countries;

Group 7: $1 million -- Italy;

Group 8: $1.5 million -- Japan and S. Korea;

Group 9: $1.5 million -- Singapore, Malaysia, China and Taiwan;

Group 10: $1 million -- Kuwait, Qatar, Bahrein, Oman, Jordan, Saudi Arabia,United Arab Emirates and Lebanon;

Group 11: $1 million -- Israel.

In its attempt to promote itself on the international tourism arena, Turkey is putting Istanbul to the forefront. "Istanbul plays a key factor in tourism sector" says Mustafa Tasar, the tourism minister. "We will continue our strategy of developing Turkey as a brand by taking Istanbul to the front." And in promoting Istanbul itself, the famous historical site Kiz Kulesi ('Maiden's Tower') is used as the main image.

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