Romantic Istanbul

Promoting Turkey in different countries to diverse target audiences is a highly detailed and complex process. One of our primary objectives for 2024 was to introduce Turkey to the Chinese market, which holds significant potential. However, given China’s vast geography, multiple languages, and diverse cultures, it was clear that we lacked sufficient data to effectively position Turkey in one of the world’s most crowded ecosystems. To address this, we partnered with our FCB Shanghai office. Although they had deep knowledge of their local market, they didn’t have specific insights into how the Chinese public perceives Turkey. Acting quickly, teams from FCB Istanbul and FCB Shanghai collaborated to gather accurate data. We utilized AI to analyze conversations on platforms like WeChat and other social media tools to understand perceptions of Turkiye. The result was a valuable insight: the Chinese audience sees Turkiye as a romantic destination. This discovery became the core of our campaign strategy, which we developed entirely based on this data-driven understanding.