In the frames of an advertising campaign in republic of Turkey the department of tourism and resorts of Ajara realized several PR activities. Traditional, as well as social media, namely Instagram was used for popularizing Ajara and Batumi as an attractive tourist destination. Instagram in Turkey is on the third place after Facebook and Twitter with its 3 million users.

Instagram users are educated generation focused mainly on travelling. The photos of Batumi on Instagram gained unprecedented 350 000 likes in July and 4200 comments from Instagram users worldwide.