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The purpose of this paper is to examine the conceptualization of nation/place branding campaigns based on storytelling and the role of Web 2.0 as facilitator in these endeavors.

The authors share their experiences with Turkayfe.org – a social networking web site that aims to promote Turkey – and re‐evaluate the project through a political communication understanding and theoretical framework. The in‐depth single case analysis enables the authors to demonstrate how presented theories are put into action. The case is selected due to special peculiarities of Turkey and the availability of data, information, and resources about the project. Turkayfe.org was started by four entrepreneurs as a reaction to the country's negative portrayal in American mass media. In this project, branding is defined from a communication point of view. The authors' personal experiences make it possible to trace the conceptualization of brand image and execution phases of the project.

The authors argue that Web 2.0 technologies empower citizens' participation in public diplomacy and that storytelling is a crucial communication technique.

The conclusions drawn from this case study can be used to underline the importance of communication strategies and theories in nation/place branding literature. The project account can be used as a benchmarking case for future nation branding projects.

This link between theory and practice attempts to contribute to the development of nation/place branding literature.