Liberty Signa’s Search Volume with Fethiye Increased by 31% in Russia

As part of our collaboration with Liberty Signa, which began in November 2025, we carried out a performance marketing strategy focused on strengthening the brand’s visibility and search demand in the Russian market.

According to Yandex Wordstat data, searches for Fethiye from Russia increased by 17% year on year during June–August 2026, while searches combining Liberty Signa and Fethiye rose by 31%. This meant that search interest in the brand grew faster than the overall increase in destination demand.

For us, the focus was not only on campaign reach, but also on understanding how that visibility translated into actual search behavior around Liberty Signa.

A Media Strategy Focused on Strengthening Brand Search Demand

We managed our media activities in the Russian market through Yandex Direct and VK Ads, using a combination of brand, video, display and conversion-focused campaigns.

Between December 2025 and September 2026, these campaigns generated:

• More than 359 million impressions
• Over 1.1 million clicks

However, we did not evaluate performance based on scale alone. We also tracked how frequently Russian travelers searched for Liberty Signa together with Fethiye, allowing us to measure how media visibility translated into growing interest in the brand.

Campaigns Continuously Refined Through Data

For Liberty Signa, we built our media planning around measurement rather than a fixed campaign structure.

Before the campaigns went live, we analyzed potential demand and implemented a measurement framework tailored specifically to the Russian market. Throughout the campaign period, media allocation, targeting and content strategies were regularly refined based on the data collected.

The work was also carried out under challenging digital conditions, including restrictions affecting access and bandwidth for websites hosted outside Russia. To understand their impact on Liberty Signa’s website, we conducted access tests from Moscow and incorporated these technical conditions into our performance evaluation.

The Goal Was More Than Visibility

Burçin Beyenal, Marketing Director at Liberty Signa, commented on the objectives and results of the collaboration:

“Fethiye is not one of the first destinations Russian travelers typically consider when planning a holiday in Türkiye. Our goal was therefore not simply to serve ads, but to position Liberty Signa as a strong and memorable brand among Russian travelers researching Fethiye. The fact that search volume combining our hotel with Fethiye grew at nearly twice the rate of destination searches shows that we have made meaningful progress toward this objective.

For us, the real value of the work lies in going beyond high reach and strengthening search interest and brand awareness around Liberty Signa. Despite challenging conditions such as internet restrictions in Russia, we consider these results valuable in terms of our visibility and brand preference in the market. Going forward, we will continue to strengthen Signa’s position in Russia through data-driven initiatives.”

How We Approach Performance at IQUEEM

For us, performance marketing goes beyond reporting how many people a campaign reaches. What matters is understanding how media investment translates into user behavior and genuine demand for the brand.

In our work with Liberty Signa, we used data not only to evaluate results, but also to determine the next media decision. By building the process around measurement, optimization and continuous refinement, we were able to adapt our activities in the Russian market to changing conditions throughout the campaign period.

Together with the Liberty Signa team, we have built this collaboration around shared objectives and a data-driven approach that will continue to guide the next stages of our work.