Turkish Airlines stands as one of the world’s leading airlines, operating services to 340 destinations across Europe, Asia, Oceania, Africa, and the Americas. As of 2022, the airline flies to 126 countries, more than any other carrier, making it the largest mainline airline by passenger destinations. What makes Turkish Airlines even more successful is its investment in marketing strategies aimed at elevating its brand value on a global scale. Especially, their marketing strategies by associating themselves through sports channel lead them to the huge success for the brand.
Global Reach and Strategıc Brand Ambassadorshıp
Turkish Airlines’ Brand Ambassadors Banner
Over the years, Turkish Airlines has used brand ambassadorships to enhance its visibility and awareness. Iconic figures such as Kobe Bryant, Lionel Messi, Carolina Wozniacki, Morgan Freeman, Margot Robbie, Kevin Costner and Dr. Oz , have all been part of its campaigns. Celebrities like these made big collaborations and contributed to the airline’s marketing efforts.
One of the most impactful and pivotal partnerships came in 2010, when Turkish Airlines announced Kobe Bryant as its Global Brand Ambassador. This decision, part of a two-year agreement worth nearly $50 million, helped elevate the airline’s global image, particularly in regions where basketball has a strong following. The partnership with Kobe Bryant was a milestone moment for the airline. At the time, he was a five-time NBA champion and one of the most admired athletes in the world, making him the perfect ambassador to align with Turkish Airlines’ goals of global expansion and brand enhancement. This starting point turned out to be the great path for Turkish Airlines. Through partnerships with global icons like Kobe Bryant and Lionel Messi, along with significant sponsorships in the sports world, the airline has expanded its reach and enhanced its brand image.
Other than this, Turkish Airlines has consistently continued to invest in sports media as part of its marketing strategy. Over the years, it has inked sponsorship deals with major sports teams like Barcelona, Manchester United, and Borussia Dortmund. The airline has also been the title sponsor of the prestigious Turkish Airlines EuroLeague since 2010, further solidifying its presence in the world of sports.
Super Bowl Madness
During Super Bowl Broadcast
Turkish Airlines has successfully leveraged the global appeal of the Super Bowl, one of the most-watched events in the world, to elevate its brand visibility. Since the 2010s, the airline has become a regular participant in Super Bowl commercials, joining the ranks of major international brands seeking to capture the attention of millions of viewers. In addition, Turkish Airlines has also sponsored the Super Bowl broadcast to enhance their visibility.
In its first Super Bowl appearance in 2016, Turkish Airlines released a memorable commercial featuring Hollywood actor Ben Affleck as Batman in a promotion tied to the blockbuster film Batman v Superman: Dawn of Justice. Turkish Airlines continued to invest in high-profile Super Bowl ads. In 2017, they featured legendary actor Morgan Freeman in an advertisement titled Widen Your World, promoting the airline’s wide reach and commitment to connecting people and cultures around the globe. These commercials during the Super Bowl, Turkish Airlines positioned itself on a global stage, capitalizing on the event’s massive audience, which exceeds 100 million viewers. These ads were not just about increasing brand awareness in the U.S., but also a clear signal of the airline’s ambitions to be recognized as a top-tier global brand.
Why Sports Marketıng?
Sports have a universal appeal, making them an ideal platform for Turkish Airlines to reach a broader audience. Athletes and sports fans rely heavily on air travel for events, vacations, and business trips, creating a direct link between the airline industry and sports. The partnership with Kobe Bryant, one of basketball’s biggest icons and Super Bowl commercials allowed Turkish Airlines to tap into this massive global audience, fostering brand visibility and loyalty.
In addition to creating global awareness, sports marketing allows Turkish Airlines to align itself with the values often associated with athletics like excellence, competition and teamwork. Through these sponsorships and partnerships, Turkish Airlines taps into the emotional connections fans have with sports, using that enthusiasm to enhance brand recognition.
Expandıng Audıence Reach
In conclusion, the company has made successful marketing strategies by associating themselves with sports channels. Through this, Turkish Airlines has successfully positioned itself as a global brand, reaching an extensive audience of millions of viewers worldwide. This approach not only elevates the airline’s visibility in international markets but also reflects its reputation as a major player in the industry. These efforts reinforced Turkish Airlines’ core message of global connectivity. By aligning its marketing efforts with its mission of connecting people across diverse regions, the airline continues to expand its reach and influence, building brand loyalty on a global scale.
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