Ethno Belek
Summary
At Clockwork, we started building Ethno Belek's brand world, communication language and creative visibility before the hotel opened. We positioned the brand around the motto "A brand-new Mediterranean culture" and a refined take on luxury, and led its ATL and BTL communication, campaign concepts and photo shoots. This creative world guides every touchpoint of the brand, including its award-winning website and social media.
Project Facts
Client | Ethno Belek (Ethno Hotels) |
Industry | Tourism / Luxury hospitality |
Project type | Brand positioning, communication strategy and creative communication |
Services | Brand Positioning and Strategy, Communication Strategy, ATL Communication, BTL Communication, Campaign Concepts, Content Language, Photo Shoots |
Period | Pre-opening – ongoing |
Related work | |
Location | Belek, Antalya, Türkiye |
Channels |
Finding the voice of a hotel that had not yet opened
Ethno Belek is one of the most talked-about tourism investments in Türkiye in recent years. For this new brand, everything had to be built from scratch: its positioning, its brand language and its first contact with its audience. And that first contact had to happen before the hotel had welcomed a single guest.
The brand's promise was ambitious: a Mediterranean culture all its own, and a refined take on luxury. That promise had to come through with the same character at every touchpoint, from advertising to on-site materials.
Brand world first, then every touchpoint
We began by creating a strong brand world centered on Ethno Belek's distinctive Mediterranean culture and refined sense of luxury. Before the opening, we planned the brand's first touchpoints with its audience strategically.
Our goal was to keep the same brand character and language across every touchpoint, from brand strategy and creative communication to physical and digital channels. Since the opening, we have kept that language alive through design, content, creative execution and photo shoots.
One brand character, from strategy to campaign
Brand positioning and strategy
We positioned Ethno Belek around the motto "A brand-new Mediterranean culture" and a refined take on luxury. This positioning became the compass for all the communication that followed.
Pre-opening communication: the first touchpoints
Before the hotel opened, we strategically designed the first touchpoints where the brand would meet its audience. This is when we created the brand world, communication language and creative visibility.
ATL and BTL campaigns
We turned the brand strategy into ATL and BTL communication and campaign concepts, making sure the brand speaks with the same character in every channel.
Photo shoots and visual world
Since the opening, we have continued design, content, creative execution and photo shoots for the brand's digital and physical touchpoints. This visual world, which captures the brand's lifestyle, is used across channels from the website to social media.
A strong voice for a new generation of luxury tourism
Ethno Belek's brand identity and communication strategy came to life consistently across channels. The result is a comprehensive communication ecosystem that firmly positions the brand's new-generation take on luxury tourism.
The Ethno Belek website, the digital face of this creative world, won Gold at the Horizon Interactive Awards 2024 and the W3 Awards 2024, and was a finalist at Altın Örümcek (Golden Spider) 2024.
Frequently Asked Questions About the Ethno Belek Creative Project
We at Clockwork lead Ethno Belek's brand positioning, communication strategy and ATL and BTL communication. We started this work before the hotel opened.