With the G20 Presidency shining the international spotlight on Turkey, a national rebranding initiative is aiming to change perceptions of the country as a trade partner and investment destination.
Launched in September 2014 by President Recep Tayyip Erdoğan, the ‘Discover the Potential’ campaign draws on Turkey’s illustrious history to paint an alluring picture of its current strengths and future prospects in exports and services.
“Discover the Potential” is an initiative of the Turkish Exporters’ Assembly (TIM), supported by the Ministry of Economy.
“This is not just a logo but a message to the world,” said TIM Chairman Mehmet Büyükekşi.
“What we say is: ‘come here and discover Turkey's potential in order to invest and collaborate with us’, because there are so many opportunities in each part of our country.”
“We have a very dynamic, young, well-educated and well-trained population. If you wish to access the African, Middle Eastern and Central Asian markets, Turkey is the place to invest and set up a business. At the same time, we offer lots of opportunities for collaboration and joint ventures,” he added.
The campaign is also focused on showcasing Turkey as a tourism destination, as it aims to attract 60 million annual visitors by its centenary year in 2023.
“Certain things cannot be explained; they should be experienced and felt, so we're inviting people to feel and experience our nation from within in order to understand what we are talking about,” said Mr Büyükekşi.
As Chairman of TIM and a B20 Executive Committee member, Mr Büyükekşi has a crucial role to play in enabling the country to reach its Vison 2023 target of $500 billion of exports.
“After the general elections in June there will be no more elections for four years and this will give us stability and a good opportunity to work towards our export targets for 2023. Being G20 and B20 President this year makes our prospects even brighter,” he said.
Economy Minister Nihat Zeybekci expanded on the rationale behind the new branding campaign.
“Turkey is a country still proud of its history and the past. However, it is difficult for many people to figure out what Turkey actually is. We have to paint a clear picture of Turkey and make Turkey unified,” Minister Zeybekci said.
“If you look carefully at this logo, the letters “t”, “u” and “k” in the word Turkey have symbols inside. These are emblems telling the world about our history, our pleasures, our culture, colours, and our future,” the Minister continued.
“What we are trying to do is to make a Turkey brand and help create a positive impression about Turkish firms and products in the commercial and industrial sector. We will use the same logo and the same colours in every field of activity, from iron and steel, to tourism, health, science, and cinema.”