Advertising campaign backfires
23/07/2008
The chairman of Turkey's leathergoods manufacturers' association (TDKD), Ramazan Hazar, has said an advertising campaign that used celebrities and other high-profile figures to promote local products has backfired.
According to Mr Hazar, a set of commercials that has run on Turkish television for two years now, featuring figures such as film director, actor and producer Sinan Çetin, has succeeded in boosting sales of leathergoods, leather garments in particular, but not Turkish-made ones.
He said TDKD had noticed "almost no" increase in sales as a result of the advertising campaign, but that imports of less expensive products from China and India had received a major boost. Leathergoods imported from those two countries into Turkey have increased in value by 300%, reaching $1 billion a year, over the period.
Share this story:
