It is clearly not lava if neither volcano is active but something is burning! Forest fire perhaps?
At this altitude, it would be perfectly possible for coniferous trees to grow but in the heat of the summer, they could well be vulnerable to wild fire. What do you think?
Some more research produced a couple of bits of trivia on the topic of the slogan... there was a film called made in 1974 and there is a national daily newspaper in Turkey which carries the same name. (Click the flag to link).