BGB beats two to Turkey promotion

BGB and Associates has won an account to promote Turkey as the country bids to become the top holiday destination for British tourists.

BGB and Associates has won an account to promote Turkey as the

country bids to become the top holiday destination for British

tourists.



This is the first time the Association of Turkish Travel Agents, the

Turkish Hotel Association and the Turkish Tourist Office have banded

together to appoint a PR agency. Work started this week on the consumer

and trade account, which was won after a three-way competitive

pitch.



The move comes as the trial of Kurdish rebel leader Abdullah Ocalan

draws to a close. Ocalan, who is being tried for murder, has waged a

terrorist war against Turkey, including threats against tourists,

dramatically hitting the country’s tourist trade.



BGB’s brief is to knock Majorca off its top spot as a destination for

British holiday-makers. More than one million Britons visited Turkey

last year, a year-on-year increase of 16 per cent.



The agency will emphasise security measures taken to protect tourists

and develop a crisis management programme.



It will also promote the country’s leisure facilities, resorts, food and

fashion, seeking coverage in the travel and lifestyle pages of

newspapers, consumer magazines and in the broadcast media.



The agency will additionally target the travel trade press, promoting

short trips like weekends in Istanbul, the benefits of winter sun along

the Mediterranean coast as well as the opening of new resorts and

airport improvements.



Around 170 tour operators offer holidays in Turkey, including special

interest trips such as archaeological tours.



BGB account manager Bronwen Griffiths, who is leading the account, said:

’The objective is to promote Turkey as a fashionable and desirable

holiday destination.’



Turkish Tourist Office director Favas Kuce said the agency has also been

asked to promote the strong value sterling has in relation to Turkish

lira, the country’s raft of historic sites and the high proportion of

return visitors Turkey has from the UK.



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