Turchia bianca

The insights

One of the undiscovered gems of the world, in the hearth of Turkey. More than 6,000 years of history, stunning landscapes and unique moments, once-in-a lifetime night ski experience and other incredible winter-sports facilities.

The real Turkey, so far so close, between ancient rituals, modern facilities and old-style slow-paced stories.

The tactic

1. Secure reach Use five travel & leisure influencers for a ‘Fame trip’ to experience one of the world's undiscovered winter gems in Erzurum, Turkey.

2. Engaging contents Add a professional tv troupe on field to film and instantly produce original video contents to share within their social streams real-time.

3. Multichannel scale Enhance the real-time broadcast with curated executions on top (exclusive formats, co-branded landing pages, digital series), distributed post-time on lastminute.com owned and operated channels.

The strategy

Use a mix of credited influencers and experienced travel video makers to create bespoke professional contents promoting Turkey as a winter destination, distributed via a multichannel campaign across all lastminute.com media networks.

We created the concept

Discover the untouched winter gem of Erzurum in Turkey.

Virgin mountains high more than 3,000mt, covered by fresh snow for one third of the year, unfrequented tracks for any age and discipline.

And memorable Night Ski Experiences.

And far beyond that, Ottoman Spas, original culinary treats, antique shops and impossible landscapes coming from than 6,000 years of history.

A cheaper, alternative break to enjoy the winter to the full, beyond the usual crowded routines.

This winter, go beyond. #turchiabianca