Turkey will benefit from the recession in Europe and emerge as the leading supplier of ceramics to the continent, says Bahadir Kayan, the chairman of the Turkish Ceramics Promotion Group (TCPG).

He expects Turkish manufacturers to consolidate their position by capitalising on their strategic location within Europe, their skilled workforce and through the superior use of cutting-edge technologies.

“Turkish ceramics continue to enjoy a leadership position in the industry by combining modern technology with 8,000 years of expertise in ceramics and by raising its standards to give it a truly global image. Today, Turkey ranks among the top five exporters globally of ceramic tiles and sanitary ware in terms of value, says Kayan, adding that the TCPG has exerted strenuous efforts to support the global branding of ‘Turkishceramics’ and promote Turkey as “the land of ceramics”.

“These efforts have reflected positively on Turkey’s ceramics exports,” he says.

According to export figures for 2011, the country’s tile exports were worth $521 million while exports of sanitary ware products brought in $179 million. Well aware of the country’s potential in its current export destinations and its ability to establish strong and permanent business relationships in new markets, the Turkish Exporters Assembly has set a target of $3.5 billion worth of exports for the ceramics sector by 2023.

Meanwhile, TCPG aims to differentiate Turkish ceramic products with a targeted promotional drive each year by organising workshops that bring the Turkish ceramics sector together to determine new target countries and decide on specific promotion activities. One such country targeted last year was the UK, when the ceramics sector reached out to professionals from the leading architectural firms of the world based in the UK. During the event entitled the ‘Westanbul Eastanbul Architectural Weekend’ held in Istanbul, Turkey, from May 24 to 27, a group of 19 people including interior designers, designers and founders of architectural firms was accompanied by Kayan, representatives of Turkish ceramic companies and the Central Anatolian Exporters Union.

The architectural professionals from Britain were informed about the ancient history and the modern-day industry of Turkish ceramics, the Turkish concept of architecture and design along with presentations by popular Turkish architects and professionals.

“Hence, a link was established between Turkish ceramic firms and British architects by the end of the ‘Westanbul Eastanbul Architectural Weekend’, which was highly successful. The group is now planning to continue this event over the years,” says Kayan.

In addition to the Westanbul Eastanbul Architectural Weekend, the TCGP intends to widen the scope of its communication and promotion strategy. In line with these efforts, ‘Turkishceramics’ has opened the door to a virtual world for the ceramic sector.

“For the first time in the world, the ceramic sector has come together at a virtual fair which is providing an opportunity to experience a fair in a different way,” says Kayan.

From this platform, the group intends to provide easy access to the ceramics sector, producers, professional users and anyone who is interest in ceramics. By just clicking on www.turkishceramicsfair.com, visitors can access information about the ‘Turkishceramics’ brand and follow its marketing and communication activities all around the world; and also visit the virtual booths of 20 Turkish ceramics companies.

“This platform gives visitors the opportunity of discovering the latest trends and innovations in the Turkish ceramics sector,” adds Kayan.

In addition to these activities, the TCPG has been presenting spectacular shows and concerts at Cersaie, the leading ceramics fair, in Italy.

Kayan elaborates: “Both the ‘Fire of Anatolia’ and ‘Shaman’ dance shows, held in 2007 and 2008, received a lot of attention and appreciation. In 2009, the Mercan Dede concert at the main square of Bologna, Piazza Maggiore, received a standing ovation from a crowd of 3,000 people. This year, another concert-plus-dance show is being organised at the same venue, to display a modern interpretation of Turkish culture. Having presented the Hüsnü Senlendirici Ensemble in 2010, the Turkish Ceramics Promotion Group organised another show with the virtuoso percussionist Burhan Öçal in 2011.”

The brand was also present at Cersaie 2012, with ‘Melodies Together’, a programme that brought together Turkish, classical and jazz music. Some 18 leading Turkish ceramic brands showcased their latest collections at the show.

“We, as ‘Turkishceramics’, have already started to work on the next edition of the show this year,” says Kayan.

Furthermore, the TCPG also supports Unicera, an international ceramic bathroom and kitchen fair, which is held in Turkey every year. Part of the branding excercise is the hosting of architects and foreign magazine editors at the show.

“During Unicera, the Turkish Ceramics Promotion Group hosts special clients of leading ceramic companies and editors of international sectoral magazines at its VIP lounge,” says Kayan.