A destination with a twelve week season and a twelve month cost base.
The problem with all-inclusive
Antalya had solved one problem so well that it could not solve any other. For German travellers the place meant a beach hotel between June and September. Everything else about the region was invisible: mountains, ruins, food, thermal water, a coastline that is at its best in April. The category the destination occupied did not have room for any of it.
That is a positioning problem wearing a seasonality costume.
What I built
A twelve-month activity framework. Not a campaign, a structure: what the region offers in each month, matched against what German travellers are actually looking for in that month.
Spring is hiking and cultural travel, when the coast is walkable and the sites are empty. Autumn is food. Winter is thermal water, wellness and cooking trips, aimed at a traveller who is not looking for a beach at all.
The point was not to abandon the summer business. It was to stop the other eight months from being treated as a gap.
Why it is here
It is the oldest strategic piece on this page and the one closest to what I do now. Repositioning a destination and replacing a vendor stack are the same move: look at what the thing actually is, notice that the current category is costing money, and rebuild the frame rather than optimise inside it.