In order to attain their lofty goals of building a larger network of destinations than any other airline in the world, Turkish Airlines is employing some of the world's hugest stars.
Kobe Bryant and Lionel Messi, two of the world's most recognizable athletes, are the focus of Turkish Airlines' new "Legends On Board" video. The 1-minute commercial, which has garnered over 18 million views in the first four days, features Bryant and Messi competing for a young fan's attention.
To some, the video may resemble Gatorade's "Anything You Can Do, I Can Do Better", featuring Michael Jordan and Mia Hamm. Regardless, the campaign has already gone viral, no surprise given the athletes' popularity worldwide.
Turkish Airlines has previously featured Caroline Wozniacki and athletes from Manchester United, which uses the airline as its official carrier. However, in order to expand its destinations from 200 to 250, Turkish Airlines executives have recognized the need to elevate their level of endorsers. Based on the immediate success of the video campaign, it seems that Turkish Airlines' marketing strategy may pay off. An important mark of the company's financial health, their free spending is not limited to their marketing budget. Instead, the airline recently purchased 15 new 777 planes from Boeing, increasing their capability to fly long routes.
While Kobe Bryant has served as a spokesperson for Turkish Airlines since 2010, Messi's appearance marks a new partnership for the athlete. However, the endorsement was by no means random. First, Turkish Airlines has been the official carrier for Messi's FC Barcelona club. Second, the release of the video campaign comes just days before the introduction of the airline's new route from Istanbul to Buenos Aires, capital of Messi's native Argentina.
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