In the last years many ads are published here in Turkey. Some of them to promote Turkey, some of them to promote brand names.
What made me curious was that many of the ads are copy-paste ads, using headings as ‘Think Global, act Local’, ‘Spend Global, Earn local’, 'As a Local, You can travel Global' etc.
Also the word ‘Gateway’ seems to be an attractive word for my fellow advertising colleagues…
We dream from Gateway to Gateway…into the Universe...
But I was annoyed when I saw the heading of the Turkish Daily News: "Your Gateway to Turkey on the way to Europe". Too many words and it doesn’t cover anything.
Are the Turks invading Europe again...
I don’t get it...
This week THY (Turkish Airlines) started a new ad campaign on e.g. BBC world, CNN etc.
Beautiful art, pictures, music….but at the end the pay off: "Your Magical Gateway to the World".
I want now a Get-Away.
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Turkey has had a problem when in tried to rebrand the country as Turku a few years back. Likewise, they need a Western agency to understand the mentality of the audience watching networks like BBC World. I think the Egyptians have done a better job with their branding of the Red Sea area - basically the sun shines 365 days a year. Istanbul should play more of the theme around "bridging cultures".
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