Turkayfe.org: share your Türksperience

Efe Sevin (School of International Service, American University, Washington, DC, USA)
Gizem Salcigil White (Turkayfe.org, Washington, DC, USA)

Journal of Place Management and Development

ISSN: 1753-8335

Publication date: 15 March 2011

Abstract

Purpose

The purpose of this paper is to examine the conceptualization of nation/place branding campaigns based on storytelling and the role of Web 2.0 as facilitator in these endeavors.

Design/methodology/approach

The authors share their experiences with Turkayfe.org – a social networking web site that aims to promote Turkey – and re‐evaluate the project through a political communication understanding and theoretical framework. The in‐depth single case analysis enables the authors to demonstrate how presented theories are put into action. The case is selected due to special peculiarities of Turkey and the availability of data, information, and resources about the project. Turkayfe.org was started by four entrepreneurs as a reaction to the country's negative portrayal in American mass media. In this project, branding is defined from a communication point of view. The authors' personal experiences make it possible to trace the conceptualization of brand image and execution phases of the project.

Findings

The authors argue that Web 2.0 technologies empower citizens' participation in public diplomacy and that storytelling is a crucial communication technique.

Practical implications

The conclusions drawn from this case study can be used to underline the importance of communication strategies and theories in nation/place branding literature. The project account can be used as a benchmarking case for future nation branding projects.

Originality/value

This link between theory and practice attempts to contribute to the development of nation/place branding literature.

Keywords

Citation

Sevin, E. and Salcigil White, G. (2011), "Turkayfe.org: share your Türksperience", Journal of Place Management and Development, Vol. 4 No. 1, pp. 80-92. https://doi.org/10.1108/17538331111117188

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Publisher

:

Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited

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