We approached Erzurum’s tourism potential beyond Palandöken and winter tourism, looking at the city as a whole—from its natural landscapes and cultural heritage to rural life and thermal resources.
As part of the Erzurum Tourism Products Awareness Project, we researched the city’s tourism assets, developed them into distinct tourism products for different target audiences, and brought them together under a shared destination communication framework.
We created separate thematic worlds for winter tourism, nature sports, eco-agro and active tourism, culture and creative tourism, thermal and health tourism, and hometown tourism; developing an integrated communication system that extended from publications and maps to posters and short films.
Rediscovering a city
What makes a destination strong is not only the values it possesses, but also its ability to transform those values into meaningful tourism products and stories.
This was our starting point in Erzurum. We approached the city’s geography, culture, sports opportunities, rural life and health resources under distinct tourism themes. For each theme, we researched the relevant assets on site, identified visitor points, experiences and routes, and transformed them into original content designed to engage different audiences.
In this way, we presented Erzurum not through a single season or tourism product, but as a multi-layered destination offering many different reasons to visit.
Our Role
Research & Destination Analysis: Researching Erzurum’s tourism potential through fieldwork and identifying its natural, cultural and thematic assets.
Tourism Product & Content Development: Transforming the city’s diverse values into content and experiences under winter tourism, nature sports, eco-agro tourism, culture, health tourism and hometown tourism.
Routes & Mapping: Identifying tourism points, itineraries and thematic routes and turning them into visitor-friendly maps.
Editorial Design & Publishing: Developing the content, editorial structure and visual design of thematic tourism publications.
Campaign & Visual Communication: Creating campaign language, posters and promotional materials while bringing different tourism products together under a shared destination identity.
Film & Digital Content: Developing short films and digital communication content for the different tourism themes.
Six themes, one destination story
Rather than treating the campaign as a collection of separate promotional materials, we designed it as a family of projects presenting different sides of the same city.
Winter Tourism in Erzurum highlighted the city’s ski and winter sports infrastructure, particularly Palandöken, Konaklı and Kandilli, while Nature Sports in Erzurum revealed its potential for activities ranging from mountaineering and hiking to rafting and mountain biking.
With Eco-Agro and Active Tourism, we focused on valleys, villages, highlands, natural life and local production; while Culture and Creative Tourism brought historic landmarks, crafts, traditions and cultural life to the forefront.
Thermal and Health Tourism presented the city’s thermal resources and healthcare infrastructure, while Hometown Tourism / Sıla Erzurum approached the strong sense of belonging felt by people from Erzurum living elsewhere as a distinct tourism motivation.
Each theme had its own content, visual language and map, while all of them came together around the idea of Erzurum as a rich and diverse destination.
From content to publishing, from maps to film
Through fieldwork, we researched tourism points, routes, experiences and cultural assets, and transformed this content into thematic publications in five languages, maps, campaign posters, web content and short films.
Each publication was designed not merely as promotional material, but as a destination guide containing content and routes that would help visitors discover Erzurum.
Erzurum Tourism Logo
We developed a destination identity that brings together Erzurum’s history, geography and tourism values in a single symbol. We reinterpreted the Double-Headed Eagle motif through the city’s mountains, valleys and cultural heritage.
