Turkish Airlines: Fly To Gotham / Fly To Metropolis [image]

Credits & Description:

Agency: Cp+b London, United Kingdom
Client: Turkish Airlines
Product: Turkish Airlines
Entrant: Cp+B London, United Kingdom
Title: Batman V Superman: Fly To Gotham / Fly To Metropolis
Product/Service: Turkish Airlines
Idea Creation: Cp+B London, United Kingdom
Pr: Cp+B London, United Kingdom
Production: Cp+B London, United Kingdom
Production 2: Somesuch London, United Kingdom
Production 3: Elastic Santa Monica, Usa
Additional Company: Space66 London, United Kingdom
Additional Company 2: Turkish Airlines Istanbul, Turkey
Additional Company 3: Time Out London, United Kingdom
Chief Creative Officer: Dave Buonaguidi (Crispin Porter + Bogusky)
Creative Director: Ben Carey (Crispin Porter + Bogusky)
Creative Director / Art Director: Henrik Delehag (Crispin Porter + Bogusky)
Agency Producer: Chris Chapman (Crispin Porter + Bogusky)
Creative: Tessie Gaertner (Crispin Porter + Bogusky)
Creative: Tom Hall (Crispin Porter + Bogusky)
Creative: Ricardo Santos (Crispin Porter + Bogusky)
Creative: Christian Balivet (Crispin Porter + Bogusky)
Planner: Nimi Raja (Crispin Porter + Bogusky)
Account Supervisor: Charles Faircloth (Crispin Porter + Bogusky)
Business Director: Jonathan Phillips (Crispin Porter + Bogusky)
Business Director: Genevieve Sexton (Crispin Porter + Bogusky)
Senior Account Director: İlkay Dibekoğlu (Crispin Porter + Bogusky)
Advertising Manager: Rafet Fatih Özgür (Turkish Airlines)
Interactive Marketing Communication Manager: Neşet Dereli (Turkish Airlines)
Advertising Coordinator: Fatih Akyil (Turkish Airlines)
Account Manager: Irem Onel (Crispin Porter + Bogusky)
The Campaign
Turkish Airlines flies to more countries than any other airline. To bring their partnership with blockbuster "Batman v Superman" to life, the idea was to claim Turkish Airlines now also flies to Gotham and Metropolis.
Creative Execution
TV spots and print drove you to the airline’s website, where you could then engage with the full campaign by booking a ticket (which entered you in a draw to fly to the premiere). We then sent you typical pre-flight airline messaging, including: Emails selling you travel insurance, featuring cover for extraterrestrial incidents. Reminders to get your visa to Gotham or Metropolis, through an official ESTA-like site. And city info, including via a 128-page Time Out guidebook complete with restaurant listings and maps, for sale on Amazon and in bookshops. A key consideration throughout was to execute this idea in a way that would engage the movie’s fans and make the most of the partnership with Warner Bros, rather than just stick our logo on their long-awaited film.
The campaign resulted in 125 million earned media impressions. Over 30 million YouTube views for the ads. Over 25,000 would-be passengers for the inaugural flight. And over 700 news placements, including Mashable, ABC News, Empire, Yahoo News, Vanity Fair, Hollywood Reporter, The Independent, the Daily Mail, Variety and Rolling Stone – who ranked the ads No1 movie commercials in the SuperBowl, a great result both for Turkish Airlines and Warner Bros.
This campaign mimicked the fully-integrated launch of a new airline destination, across all media all the way from TV right down to emails.
This campaign is a partnership between brand Turkish Airlines and content producer Warner Bros. Turkish Airlines sponsored Warner Bros's “Batman v Superman” blockbuster, but wanted to do so in a way that went beyond the normal product placement sponsorship format, to actually fully engage fans, getting them onboard and sharing the relevant content we created to add to the movie experience.
The audience for Turkish Airlines is as global as their network, and defined by an attitude: they are culturally curious, open to new ideas and formats, such as this one.