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,
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.