NEW YORK: The Turkish Ministry of Culture and Tourism (TMCT) has selected M Booth & Associates as its North American AOR after a competitive review, effective immediately.
The six-figure account is for media and industry relations, in-market events, and trade show support. The agency will predominately be targeting luxury and sophisticated travelers.
While Turkey shares a border with Iraq and Iran, Joan Bloom and Joan Brower, SVPs and co-directors of M Booth's travel and lifestyle practice, said that the targeted demographic was cultured enough to appreciate Turkey's safety. Bower and Bloom pointed out that Turkey has high visitor satisfaction rates, is on the cusp of acceptance into the European Union, and is a strong American ally.
Brower said that the agency will promote an "experiential" type of vacation that provides personal growth to travelers, while informing them about a particular culture. Niche media audiences will include engaged couples, affluent seniors, baby boomers, yachting enthusiasts, and religious markets.
Brenda Urban, account supervisor, will lead M Booth's account team, supported by Bower and Bloom.