Gold Awarded to The Turkish Culture and Tourist Office In New York at HSMAI Adrian Awards

The gold award for feature placement in newspapers and magazines is a direct result of the on-going mission of the Turkish Tourist Office in North America to communicate with top tier publications to generate evocative articles that convey the many tourism attractions and facilities throughout Turkey.
 
“While Turkey’s wide variety of tourism assets is a strength for travelers, it becomes a challenge when bringing together those diverse experiences into a unified message for multiple markets,” said Emin Kaya, Director of Turkish Culture and Tourist Office. “But through compelling media coverage over a prolonged period, we’ve been able to communicate the wonders of Turkey to different audiences throughout North America.”

The New York Times features told of one woman’s quest to find the perfect anchovy in the Black Sea, and the perfect flavors of the Aegean, in a two-part story by writer Robyn Eckhardt. By highly personalizing the writer’s experience, the story produced was a highly personalized love letter to Turkey’s Black Sea and Aegean Coast regions. The feature ran with five images of the Black Sea region and eight images of the Aegean Coast, plus maps of Turkey for context. The first half of the feature, “A Turkish Anchovy Quest on the Black Sea,” ran in the prestigious Travel section of Sunday’s The New York Times on December 16, 2012. The second half, titled “Almonds on Saturday, Nettles on Thursday,” ran in the Travel section of Sunday’s The New York Times on May 26.

This year’s winning entry was circulated to more than 55 million readers with a print and online advertising value of $565,691.  In total, the four gold-award stories of the past four years have had a combined potential reach of more than 73.5 million readers and an advertising value of more than $2.5 million. Past awards include:
 
2013:  Gold in the Feature Placement Print-Consumer, Newspaper category for two features in The New York Times titled, “A Turkish Anchovy Quest on the Black Sea” and “Almonds on Saturday, Nettles on Thursday,” which was circulated to more than 55 million readers with a print and online advertising value of $565,691.
 
2012: Gold in the Feature Placement Print-Consumer, Newspaper category for The Wall Street Journal story titled, “Take a Clean Break in Istanbul,” which was circulated to more than 7.9 million readers with a print and online advertising value of $392,178.
 
Gold in the Feature Placement Print-Consumer, Magazine category for the Hemispheres story titled, “Three Perfect Days in Istanbul,” which was circulated to more than 649,802 readers with an advertising value of $691,206.
 
2011: Gold in the Feature Placement Print-Consumer, Magazine category for the ForbesLife story titled, “All Around Istanbul,” which appeared in print and online to more than 10.2 million readers with a print and online advertising value of $893,393.
 
The Hospitality Sales and Marketing Association International has presented marketing and public relations awards for 55 years.  The Adrian Awards competition is comprised of multiple categories in three entry divisions: advertising, public relations and web marketing.  It recognizes the outstanding marketing campaigns that influence American consumers and best support the business goals of global tourism destinations and hospitality entities.  This year’s contest attracted nearly 1,100 entries from around the world, with entries judged by top executives from all sectors of the industry.  With more than 30 countries participating in the competition, HSMAI’s Adrian Awards are considered the most prestigious in the hospitality industry.

For more information on Turkey, call 1-877-FOR-TURKEY or contact the Turkish Culture and Tourist Offices in New York at 212-687-2194 or in Washington, D.C., at 202-612-6800, or Los Angeles at 323-937-8066 and visit their Web sites at www.goturkey.com or www.kulturturizm.gov.tr