The objective was to reposition Istanbul as a compelling tourism destination by conveying a single, impactful global message. 

To achieve this, we leveraged Istanbul's evolving modern arts and culture scene to redefine its image. Contrary to its traditional perception, Istanbul was portrayed as offering "cool" experiences, catering to visitors seeking unique cultural encounters. The campaign, titled "Istanbul Is The New Cool," positioned the city as a fashion-forward destination, showcasing its hidden richness through the lens of trendy tourists. 

This approach yielded significant results: 

• In 2022, Istanbul welcomed 16 million foreign tourists, indicating a notable increase in tourism traffic. 

• The campaign received two awards from the prestigious Berlin International Tourism Fair, underscoring its effectiveness in capturing attention and recognition within the industry. 

• Furthermore, the advertisement garnered over 220 million views, amplifying the reach and impact of Istanbul's new positioning as a vibrant and trendy tourism destination. 
   

These achievements highlight the success of our strategy in reshaping perceptions of Istanbul and positioning it as a must-visit destination for travelers seeking both cultural authenticity and modern allure.