For Türkiye’s national tourism platform, Go Türkiye (TGA), we developed a global initiative to draw the world’s attention to the brand. The challenge was low advertising performance and limited engagement with younger audiences in key target markets. Motivated by enhancing Türkiye’s brand image, we combined the country’s hidden gems with music, creating Sight & Sound Sessions (SSS), a unique YouTube series.
To achieve our objectives, we paired Türkiye’s most valuable destinations with world-renowned DJs, leveraging the universal power of music and the country’s natural and cultural richness. Each location involved meticulous production, capturing DJ performances as episodes for the target audience. Launched in 2021, SSS became Türkiye’s most original and innovative tourism storytelling series on social media, reaching its 21st episode by 2025.
A key challenge was presenting an official institution to a young audience through a modern communication style. From design language to production quality, every detail reinforced this tone. We ensured the most effective destination-DJ pairings, securing globally recognized artists and producing immersive content that engaged audiences for up to an hour per episode. The series blended high-quality visuals, authentic local experiences, and dynamic music to create a compelling digital narrative.
Across the three artists’ accounts and the series’ own channels, the 50 posts shared from the Antalya, Bodrum, and İstanbul episodes in 2025 generated a combined 41.834.673 reach, 244.856.976 impressions and 27.707.854 engagements. As for the series’ overall YouTube performance, SSS has released 21 episodes to date, accumulating 32.380.041 total views and more than 138.240 interactions worldwide. As the first and only music-driven content series produced for an official tourism promotion platform, SSS successfully positioned Türkiye as a globally visible destination, connecting its cultural and natural assets with a modern, international audience.
