INTERNATIONAL NEWS: Turkey travel board signs Colle+McVoy

ANKARA, TURKEY: The Turkish Tourism Board has selected

Minneapolis-based Colle+ McVoy to handle its dollars 4.5 million North

American integrated PR/marketing/advertising travel campaign.

How much of that one-year budget will be spent on PR remains undecided,

according to Riff Yeager, SVP and director of PR at the integrated


A four-person agency team will handle PR.

Efforts will include fielding media inquiries to the board, coordinating

tours for travel writers and photo shoots for various publications, and

promoting Turkey as a tourist destination with media that reach what

Yeager termed the 'mature' market - in other words, people over 55. The

average age of North Americans traveling to Turkey today is 61.

Colle+McVoy last year bought Sand Castle Group, a marketing firm that

specializes in the 55-and-over market. The Turkish Tourism Board account

is the first win resulting from bringing Sand Castle into Colle+McVoy,

Yeager said.

He explained that one of the major PR challenges will be carving out a

distinct image for Turkey as a travel destination. 'If something happens

in the Middle East, Turkey is associated with that, but it's a distinct

place,' he said.

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