Goals and objectives
BBC StoryWorks set out to redefine Türkiye’s brand identity for a global audience. Commissioned by Türkiye Tourism, the goal was clear: challenge clichés and reveal a richer, more contemporary vision of the country. Instead of sun-and-kebab stereotypes, the campaign spotlighted culture, nature, food, and modern life—positioning Türkiye as a destination with something for every kind of traveler. The brief demanded more than attention—it required transformation.
Surprising Insights
It was top 1% for the emotion “surprise”, it has 8% higher than benchmark average attention, and over 10% higher than benchmark for “content enjoyment”.
These results prove that the campaign successfully shifted preconceived, stereotypical notions of Türkiye as a travel destination, answering the brief with a stunning multi-platform execution. Ultimately, Colours of Türkiye showed that there is so much more to Türkiye than meets the eye.