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.

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.