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Dave Buonaguidi
Dave Buonaguidi
Chief Creative Officer at Crispin Porter + Bogusky London
London, United Kingdom
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TitleBatman v. Superman
BriefTurkish Airlines flies to more places than any other carrier. But to partner with the film Batman vs. Superman, it added two new destinations: Gotham City and Metropolis. The rival superheroes’ hometowns may be fictional, but you wouldn’t know it as the airline ran TV commercials and posters to celebrate the latest dots on its map. It was even possible to book a ticket on its website (and win an invitation to the premiere). Plus you could seek insurance against extra-terrestrial attack, apply for a visa and even buy guidebooks. Soon awareness of the airline was sky high.
Agency
Campaign Fly to...with Turkish Airlines
Advertiser Turkish Airlines
Brand Turkish Airlines
PostedNovember 2016
Business Sector Airlines, Airports, Railways, Bus Lines, Ferries & Cruises
Story 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. 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.
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