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Turkish-Airlines

Turkish Airlines: Raising awareness for an international brand in the U.S.

 

Objective

Increase awareness of Turkish Airlines in the U.S. and position the airline that flies to 200 plus destinations globally as the top choice for international travel; establish brand reputation and recognition beyond travel and aviation trades and into mainstream consumer media; streamline brand messaging; increase sales and build brand loyalty.

Challenge

Generate positive, nationwide media coverage, bookings and growth for an airline that is not new and one that is not well-known among U.S. consumers; alter the perception that Turkish Airlines only serves a Turkish audience.

Solution

  • National/local media outreach: Our team developed a marketing and public relations strategy to promote Turkish Airlines’ key differentiators, focusing on its international awards including “Best Airline Europe.” We also promoted the four U.S. gateways and consumer fare sales through aggressive, sustained media outreach on both a national and local level. We achieved highly successful results with placements in top-tier national media including The Today Show, ForbesLifeUSA TodayandThe Huffington Post. We also secured broadcast coverage and giveaways on major television stations across the country for several consecutive days.
  • Targeting ethnic verticals:To bring awareness to the airline’s international routes, our team implemented a PR campaign targeting key ethnic verticals that are the main targets for the client.  In addition to media outreach, the campaign included identifying events and sponsorships and carrying out grass-roots activities. 
  • Exclusive press trips and events:  Alpaytac planned an exclusive press trip to Istanbul and Bodrum which was attended by top-tier travel and gourmet media. The press trip was a major success and was recognized as the “golden standard of press trips” by the participants. Our team planned an exciting and highly personalized  itinerary securing sponsorships from major hotel chains such as the Four Seasons. We hosted 13 journalists from outlets such as National GeographicSaveur, Men’s HealthForbesLife and The Huffington Post.

Results

Historical coverage achieving the most successful U.S. PR campaign in the airline’s history, reaching more than 227,000,000 impressions, and for the first time, breaking through to mainstream media and key television outlets. This has all resulted in making Turkish Airlines a highly recognizable brand among their key targets.       

Services

Strategic Marketing Research
Brand Positioning
Public Relations
Creative Consultation
On-Site Event Support
Integrated Marketing Communications

 
 
 
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