Türkiye Awaits You With Turkish Airlines

The Challenge

Turkish Airlines and the Tourism Promotion and Development Agency wanted to ignite genuine interest in Turkey across North and South America, reaching diverse audiences across lifestyle, travel, fashion, art, sports, and gastronomy.

The Strategy

Rather than relying on traditional tourism advertising, the team brought 105 influencers with a combined reach of 344 million to experience Turkey not as tourists but as storytellers. Six curated experiences were designed across the campaign's key themes, each crafted to connect global audiences with different facets of Turkish culture and life.

The Work

The experiences ranged from sailing the Bosphorus to balloon rides over Cappadocia, with each journey tailored to the content style and audience of the creators involved. The thematic segmentation ensured relevance across a diverse range of communities, while the sheer scale of creator involvement generated an extraordinary volume of authentic storytelling content.

Results

The campaign generated over 5,700 pieces of content, 855 million views, and a 2,057% ROI. It delivered a significant spike in searches for Turkey and Türkiye, with widespread audience engagement and thousands expressing a desire to visit.

The Judges' Verdict

“A well-organised and commercially impressive campaign that showcased the power of creator storytelling for destination marketing at scale.”