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Turkish Airlines Marketing Strategy: Beyond “Globally Yours”


With a market cap of $13.39 billion, the flag carrier of Turkey, Turkish Airlines, is one of the most popular and successful airlines worldwide. The company offers scheduled flights to up to 340 destinations in 129 countries, with more destinations served non-stop from a single airport. In addition to providing excellent air travel services, Turkish Airlines has established itself as one of the world’s leading brands in aviation through strategic sponsorships and engaging marketing campaigns. Turkish Airlines’ marketing strategy is undoubtedly fascinating to examine, from the well-received “Globally Yours” campaign to engaging advertising campaigns featuring celebrities.

Let’s take a closer look at how Turkish Airlines became one of the world’s well-known airlines, supported by creative marketing strategies!

Turkish Airlines’ Marketing Mix

There’s no single formula for global brand success. The key lies in consistently delivering quality across all aspects of your brand experience. Turkish Airlines’ skillfully designed marketing mix serves as an excellent example of this concept.

Product

The Airline provides a variety of services that include both domestic and international flights to cargo and charter services. Turkish Airlines’ primary goal with its product strategy is to offer passengers an excellent flying experience along with outstanding in-flight amenities. It is ever mesmerizing that when flying with Turkish Airlines, you can find excellent in-flight entertainment, gourmet meals curated by renowned chefs, and comfortable seating options  – so, forget boring flights.  The company clearly does things differently. They’re all about quality and fresh ideas, making them the coolest airline in the sky (or at least way up there).

Price

We, the travelers, all have different needs and budgets, and Turkish Airlines understands that.  That’s why they offer a variety of fare classes, striking a balance between affordability and luxury. There are options for every travel style from the budget-conscious explorer to the discerning business traveler. They keep their fares in line with other major airlines, but they also know how to attract a bargain hunter. So, it is safe to say that their pricing strategy is competitive. Seasonal promotions, early-bird discounts, and their loyalty program all play key roles in grabbing the attention of price-sensitive flyers while still rewarding their loyal customers.

Place

The airline has an extensive network that spans over 340 destinations in more than 129 countries flying all 6 continents. Istanbul, strategically located between Europe and Asia, serves as a significant hub, facilitating seamless connectivity.  Turkish Airlines not only promotes itself but also highlights Istanbul as one of the best layover locations by partnering with destination marketing companies. These partnerships enhance the city’s appeal to travelers, making their layover experience more enjoyable. Turkish Airlines’ strong distribution strategy, which includes Star Alliance partnerships with other airlines and travel companies to increase its reach, is shown by the airline’s strong presence in important international markets.

Promotion

The company knows how to tell a good story. They ditch boring ads and craft cool messages that connect with all kinds of travelers. Remember that awesome “Kobe vs. Messi: Selfie Showdown” ad that everyone was talking about online a while back? Classic. Their social media pages are also full of fun stuff to interact with, amazing scenery, photographs of Turkey, travel hacks from real passengers, and even funny behind-the-scenes peeks from their flight attendants. 

However, big sponsorships are the main subject of Turkish Airlines’ promotion strategy. They’ve been involved with cool events like the EuroLeague basketball championships or UEFA championships for a long time, which helps the airline connect with sports fans around the world.

7 Essential Marketing Strategies of Turkish Airlines

A big part of Turkish Airlines’ marketing  is all about smart promotion and creative advertising. The brand is always finding new ways to boost their global presence and connect with people from all walks of life. Let’s take a look at the key advertising strategies of Turkish Airlines in detail:

Sponsorships and Partnerships

Turkish Airlines isn’t just about flying planes, they’re also big on sports. Sponsoring major teams and events like UEFA and Euroleague lets them connect with sports fans all over the world. These partnerships make Turkish Airlines look even better and give them a chance to chat with fans globally. By being involved with big-time sports, Turkish Airlines shows they’re all about being the best and flying to tons of places. Global brands like Turkish Airlines collaborate with branding companies to achieve remarkable brand awareness. This approach is highly effective for Turkish Airlines to reach its target market.

Celebrity Endorsements of Turkish Airlines

Turkish Airlines scores big with celebrity endorsements. Partnering with sports stars like Lionel Messi and the late Kobe Bryant, they’ve gotten travelers worldwide to notice them. These endorsements create a connection with fans, making them more likely to choose Turkish Airlines and attracting new customers who might not have considered them before.

For this year’s UEFA Champions League final, Turkish Airlines, which is one of  the main sponsors of the event, partnered with Jose Mourinho, the legendary football manager.  A series of Turkish Airlines advertising campaigns are launched, probably more to come. This collaboration elevates the excitement towards an important sports event like the UEFA Champions League Final, equally elevating the Turkish Airlines as a brand by reaching football and Jose Mourinho fans.

@turkishairlines Destination: London @Champions League Passenger: The Special One Get ready for a legendary touchdown. #TurkishAirlines #UCL ♬ orijinal ses – Turkish Airlines

Digital and Social Media Campaigns

Well, no doubt digital marketing and the use of social media today, especially for a global brand like Turkish Airlines, is incredibly important. Brands like this have to be active on platforms where they can reach wide audiences and the content strategy should be strategically planned. Indeed, even a minor misstep can have disastrous consequences. Therefore, consistently delivering high-quality service – on the ground, in the air, and online – is perhaps more important than ever before.

@veryunofficialtravel Turkish Airlines Review. @Turkish Airlines #turkishairlines #turkishairlines🛩 #istanbul #travel #review #flight #economyclass #airlinefood #airport ♬ FEEL THE GROOVE – Queens Road, Fabian Graetz

That is where Turkish Airlines differentiates itself from its competitors in the aviation industry. Their social media campaigns and user-generated content (UGC) approaches have proven successful in engaging worldwide audiences. Campaigns like “Epic Food,” where they highlight gourmet in-flight meals, and “Widen Your World,” encouraging travelers to share their experiences, displays the airline’s ability to use digital platforms for marketing. 

Customer Loyalty Programs

Turkish Airlines’ “Miles&Smiles” program keeps flyers coming back for more. Travelers can score free flights, upgrades, and even access to fancy airport lounges by racking up miles.

@tinytraveler ATL-IST-ASR One Way: 45k Capital One points transferred to Miles and Smiles and redeemed via Turkish Airlines #AwardTravel #turkishairlines #turkishair #cheaptravel #creditcardpoints ♬ I bet Ava saw this – nataliejanesings

This program rewards frequent flyers with cool stuff, making them more likely to choose Turkish Airlines again and tell their friends about it.

In-Flight Experience Enhancements

As each traveler does, Turkish Airlines also wants your flight to be awesome. Sometimes it is scary to fly and the best way to avoid your fears is to distract yourself. The airlines has been upgrading their entertainment systems, putting in comfy new seats, and serving even better food onboard. Basically, they’re making sure your trip is enjoyable from takeoff to landing. The entertainment system in Turkish Airlines craft offers games, countless latest movies and series  to ensure your flight is full of joy. This keeps travelers happy and makes them more likely to fly Turkish Airlines again in the future.

Global Advertising Campaigns

Turkish Airlines keeps their message the same no matter where you are in the world. Campaigns like “Widen Your World” show off their giant network of routes and how they connect people from all over. These ads are designed to grab the attention of travelers who want to go lots of places and experience amazing service, whether in business class or economy.

Cultural and Community Initiatives

Turkish Airlines doesn’t just fly people, they also give back. Sponsoring things like art shows, cultural festivals, and community programs makes them look good in travelers’ eyes. By supporting these events, Turkish Airlines shows they care about culture and helping others. This makes people think more highly of the airline.

Conclusion

As a brand that serves the world, Turkish Airlines goes beyond simply transporting passengers to their destinations. They are committed to ensuring a flawless experience from start to finish. This dedication is evident in their marketing strategies, which effectively communicate their commitment to excellence to a global audience.

With a focus on providing an unparalleled experience both on the ground and in the air, Turkish Airlines has established itself as a prominent brand not only for Turkish travelers but also for people around the world. Their impressive fleet, combined with their unwavering commitment to quality, has made them a preferred choice for discerning travelers worldwide and a strong competitor for other airlines in the aviation industry. 

As the airline industry continues to grow, Turkish Airlines’ advertising strategies will undoubtedly play an essential role in sustaining Turkish Airlines market cap and market value.



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