istanbul 2010 european capital of culture programme ... · cultural tourism & international...
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iSTANBUL 2010EUROPEAN CAPITAL OF CULTURE
PROGRAMME:
CULTURE AS A TOOL FOR DESTINATION MARKETING
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İSTANBUL 2010
EUROPEAN CAPITAL OF
CULTURE
RECEIVING THE TITLE
Council of the Ministers of Culture of the EU
approved the selection of Istanbul
as European Capital of Culture 2010
on 13 November 2006
A bottom-up approach initiated by civil society,
‘governance model’
coordination between
govermental bodies, private sector and NGOs
Turkish Parliament has enacted
a special law
for the foundation of an Agency for
İstanbul 2010 ECoC in November 2007
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Culture & Arts
Urban Projects &
Cultural Heritage
Tourism &
Promotion
Istanbul 2010 European Capital of CultureA Multi-Layered Project
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SUSTAINABLE CONSERVATION OF HERITAGE
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INVOLVING YOUNG PEOPLE
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CREATING NEW VENUES FOR ARTS&CULTURE
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DEVELOPING INTERCULTURAL DIALOGUE
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REACHING OUT THE CITY
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NETWORKING
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CIVIL SOCIETY DIALOGUE AMONG
TURKEY AND EU COUNTRIES
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TypicalPerception of
Istanbul
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To pave the way for an Istanbul image closely associated with artistic and cultural activities
Istanbul As the 2010 European Capital of Culture
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Istanbul 2010 European Capital of Culture
Marketing Campaign Strategy Building
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Communication Objectives
Contributing to ‘Istanbul image’ as a city with cultural and artistic connotations
Highlighting Istanbul’s unique characteristics and promoting Istanbul 2010 ECoC Agency’s program
Attracting visitors especially culture tourists
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Desired Impact
Stop and think Compare with other optionsPlan to visit soon
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Tone of Voice
ContemporarySelf-confidentSophisticatedSurprising
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Message
International, assertive statementNot a claim but a “promise”Clear and “distinguishing”Exciting and activating
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Concept
InspirationInspirational
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Conceptualisation
The ambition is to communicate the claim that Istanbul offers widest spectrum of ‘buzzing’ inspirations for all of us, not only with its arts or culture, history or nature, but also with its entertainment scene, food, business environment, religious festivals, etc.
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Concept Logo
The “Istanbul Inspirations” logo is accompanied with the rather “bold” proposition which is challenging, occasionally provocative, claims to put Istanbul on par with great cities where it belongs.
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Brand Positioning Concept
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Countries/regions
Austria Belgium France Germany Greece NetherlandsItaly JapanPRC Korea Middle East Norway Poland Russia Spain Sweden Switzerland UK USA
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Target Audience
• Arts and culture enthusiasts• ‘Creative industry’ employees
• Media (TV, movie industry, print media, advertising etc.)• Design, architecture (fashion, decoration etc.)• Arts (visual arts, antique dealers, performance artists)• Entertainment and events (music, festivals...)
• Istanbul residents• University students• Tourism industry • Opinion leaders• Decision makers (policy makers, private/state executives etc.)• Government institutions• NGOs
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Target Audience Profile
•Highly educated (some college or higher)
•Middle or higher income level (at least comfortable living standards)
•Youth, middle aged and retired people
•Frequent travelers
•People who are interested in experiencing local tastes, with an
intention to gather new information and experiences to satisfy their
cultural needs.
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Communication Channels
•Metropolitan outdoors, airports, train stations, airline companies etc.
•International niche magazines (Time, Wallpaper, Geo, National
Geographic etc.)
•Internet sites (portals, traveling sites, city life sites, international
newspapers, social media etc.)
•Opinion leaders print media (arts and culture pages, Le Monde, Die Zeit,
NYT…)
•TV Channels (BBC World, CNN)
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Photo by Rainer Stratmann
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Paris
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Venice
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Madrid
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Rome
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Frankfurt Airport
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Brussel
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Berlin, ErnstReuterplatz
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La Figaro
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Wallpaper
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Wall Street Journal
IMF Meeting Campaign
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Events/Organizations
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Brussel
Brussel Launch Campaign
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Istanbul
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Cultural Tourism &
International Promotion
PUBLIC RELATIONS & COMMUNICATION
Aim: an effective relation with publicto ensure public trustwillingness to support Istanbul 2010willingness to take part in it - advocacy
Tools:. Ensuring the publicity – news about Istanbul2010. PR events & press meetings. Press trips. Volunteering program. Web site. Newsletter
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Cultural Tourism &
International Promotion
PR FOR INTERNATIONAL MEDIA
Istanbul 2010 ECoC Agency have welcomed and arranged interviews at İstanbul 2010 Agency with more than
international 300 journalists
Agency Visits
ECoC Events Visit
Press Trips
Press Conferences Abroad
(London, Paris, Berlin, Sarajevo, Dortmund)
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Cultural Tourism &
International Promotion
PR FOR INTERNATIONAL MEDIA
Articles about İstanbul 2010 in different newspapers
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Cultural Tourism &
International Promotion
CREATION OF NEW INFORMATION MATERIALS
New Promoting and Marketing Materials have been createdsuch as;
AudioguideAn audio cd beyond the clichés prepared with several interviews
City Map With new cultural indications and Cultural venues of İstanbul 2010
Quick Guide Special İstanbul 2010 Guide
Istanbul Visitors GuideCollaboration with ICVB, Guide of İstanbul
Istanbul Culture Istanbul TourismCollaboration with the Provincial Directorate for Culture
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Cultural Tourism &
International Promotion
PROMOTION AT INTERNATIONAL FAIRS
At 43 International Tourism Travel Fairs;ITB Berlin Fuarı (Mart 2008, 2009, 2010)
WTM London Tourism Market (November, 2008, 2009, 2010)
JATA Tourism Fair (September 2008, 2009)
New York Times Travel Show, February 2009, 2010)
EMITT, International Mediterranean Tourism and Travel Fair, February 2009, 2010
In 27 country;
Germany, Spain, Japan, Poland, Russia, Greece, United Kingdom, Ukraine,
Holland, Austria,Belgium, USA,Italy,Hungary,Lituania,France,Kazakhistan,
South Corea, Turkey, South Africa, Halep, Şam, Beyrut, Riyad, Cidde,
Bahreyn, Dubai,
İstanbul 2010 projects have been promoted in abroad at several international tourism fairs
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Cultural Tourism &
International Promotion
PROMOTION AT INTERNATIONAL EVENTS
International Expos, Bienals, International Events
Bonn Bienali, 14-21 Haziran 2008
Expo Zaragoza, 13-17 Haziran 2008
Frankfurt Bookfair, 01-19 Ekim 2008
“İstanbul Days”, Odessa 12-15 October 2008
14th London Turkish Film Festival, 5-18 December 2008
11th İstanbul International Bienal, İstanbul, 8-11 September 2009
Expo Shangai, 1-4 May 2010
New York SummerStage Festival, New York, 2009,2010
İstanbul 2010 projects have been promotedInternational Expos, Bienals, Events in 2008, 2009,
2010
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Cultural Tourism &
International Promotion
LOBBYING AT EUROPEAN LEVEL
International Launching Event, European Parliament
Brussels, 2 February 2010
500 people attended the event, brought together high-level personalities, several MEPs
Lively Debate “Istanbul’s role as a European and global cultural Centre”
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İstanbul 2010 European
Capital of Culture
İstanbul was not only a touristic place but also a
lively cultural destination
21.664 news about İstanbul2010 in Turkish media
5.909 articles about İstanbul2010 in international media
426.601 international visitors of English website
3.000 domestic visitors for Turkish website
10 million visitors in the city
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We worked to create a memorable
European Capital of Culture year
For the most inspiring city in the world:
İSTANBUL
thank you…