A large-scale international marketing initiative placed Burgas at the epicenter of tourist attraction from the Turkish market. The joint campaign of the Black Sea municipalities Nesebar, Pomorie, and Primorsko aims to present the region as an accessible and attractive destination for foreign visitors.
The Ministry of Tourism and the National Tourist Representation in Istanbul implemented an unprecedented media presence in the summer edition of the influential daily Milliyet. Bulgaria managed to become the only foreign destination featured in this authoritative information channel.
The advertising strategy focuses on the most attractive landmarks of Burgas – Saint Anastasia Island and the Aquae Calidae tourist complex. The edition presents these sites as a focal point of a unique historical and natural atmosphere that attracts tourists year-round.
The specialized edition "Milliyet's Summer Breeze", distributed in 100,000 copies, offers a comprehensive overview of the opportunities for spa, cultural, and sea tourism in the Southern Black Sea coast. The media campaign covers all 81 provinces of Turkey through over 12,000 commercial outlets.
Digital distribution is carried out simultaneously through the online platform Milliyet.com.tr and the Milliyet e-gazete mobile application, which expands the reach of the advertising message.
The strategic goal of the campaign is to position Burgas as a safe, hospitable, and accessible destination for Turkish tourists, which opens new horizons for the Black Sea tourism sector.