People live in Istanbul, but most don’t have chance to experience real Istanbul. That is the main insight where we started. Because of the hectic life in city, majority of the citizens are not aware of what makes Istanbul special. We created a concept called ‘District Tours’ under Priceless Istanbul and enabled people explore the city they live in with a very unique way that they have never done before. We made them enter to the locations that they can never be allowed, discovered hidden spots in the city that they may passed by everyday but never recognised, try the boutique taste points and etc. with award winning city guide Saffet Emre. In order to extend its limitations, we need to find an alternative channel to reach mass with this priceless concept.

In total, 13 episodes of 35 minutes were shot and aired during prime time that we had editorial control and 13 different districts of Istanbul were explored by millions. The impact of program sponsorship was boosted through special placements like 20’’ TVC, 90’’ advertorials, and 8’’ sub-bands in program. With the help of the advertorials we told people about Privileges of being a MasterCard cardholder to increase awareness, and invite them to engage with our brand using gamification tactics: Instagram and Twitter competitions.

Program placed into NTV the most watched thematic channels among our target audience and aired 3 times a week during prime time. Program was also supported through social media channels of brand and NTV. MasterCard exploit the TV content on digital as well.

Program was on air between November'15-February'16 period.

Program budget was two times lower than scenario integration in non-thematic channels.

The number of visitors has increased by 47%. The usage of activities on site has increased by %112.

23.068 unique offers were used since the opening of platform.

Around 21.1 M of people were reached through bought, earned and owned media.