Detouring expectations
Revealing Türkiye’s year‑round cultural adventure
Going beyond traditional beach holidays and city breaks, the campaign spotlighted culture, nature, food, and modern life - positioning Türkiye as a destination with something for every kind of traveller. The brief demanded more than attention - it required transformation.
The Detour Türkiye campaign is an advertisement feature, produced for Türkiye Tourism by BBC StoryWorks, that went beyond traditional beach holidays and city breaks, uncovering its rich cultural depth and year‑round travel appeal.
The multi-platform campaign focused on three regions, bringing them to life through branded films and audio which highlighted cultural heritage, landscapes and culinary traditions using an engaging narrative and local perspectives.
Through the BBC StoryWorks Science of Engagement tool we found that when Türkiye Tourism's target demographics viewed the campaign...
