So Turkish!

Despite a rise in American tourist arrivals in 2024, Türkiye was still perceived as a distant and low-priority destination. Long flight durations, assumptions of low quality, and a lingering “cheap” image contributed to this perception, even though Türkiye offers exactly what American travellers are looking for: cultural richness, spiritual landmarks, a growing gastronomy scene, and premium service—especially through Turkish Airlines’ comfortable direct flights. To elevate Türkiye’s image in the U.S. market and earn a place on top travel lists, the campaign set out with a bold, attention-grabbing objective. The solution focused on showcasing Türkiye’s most authentic strengths, particularly its hospitality and service culture, through the creative platform “So Turkish.” This idea highlighted experiences unique to Türkiye and positioned it as a destination like no other. By blending cultural depth, authenticity, and modern appeal, the campaign sparked curiosity and emotional connection, encouraging American travellers not just to consider a visit, but to truly desire it.