Space as a Character in Narrative Advertising: A Qualitative Research on Country Promotion Works

Space as a Character in Narrative Advertising: A Qualitative Research on Country Promotion Works

Aysu Altaş (Aksaray University, Turkey)
DOI: 10.4018/978-1-5225-2373-4.ch017
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Abstract

As this age is called as digital age allow accessing information regardless of temporal and spatial setting, country promotion campaigns maintained in digital environments promise numerous opportunities to reach potential tourists from anywhere in the world. In consideration of prominent position of digital campaigns in process of strengthening “Turkey” brand in tourism, Republic of Turkey Ministry of Culture and Tourism (RTMCT) built “Home of” roof concept; and initiated “Home: Turkey” campaign conducted only in digital environments in 2014. In this book which includes advertisement narrations in the digital age a qualitative investigation was conducted on the campaign initiated by the RTMCT on the basis of the view that considering environments as a character would be appropriate, steps of the campaign were mentioned; developments were evidenced by means of various statistical data; and it was concluded that the campaign was maintained successfully.
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General View On Country Promotion Activities In Turkey

In the “Tourism Strategy 2023” published by the RTMCT in 2007, the promotion and marketing strategy was described as “commencement of promotion and marketing activities targeting branding at national, regional and local scale”; and following items were included (Resmi Gazete, 2007):

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