Turkish Airlines

Basketball Capitals

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Objective

Support Turkish Airlines' commitment as the premiere airline in Europe and increase awareness of their association with Euroleague and the sport of basketball.

Solution

A long form branded-content documentary series celebrating the culture and passion for basketball in four iconic European cities. The four-part series gave fans a first-hand look at four distinctly unique destinations that Turkish Airlines serves: Istanbul, Berlin, Madrid, and Athens.

Integrations

Branded vignettes titled "City Voices" highlighted what residents love most about the culture of each city and why they are sought-after travel destinations.

 

A strong digital campaign promoted the series through a wide range of media executions via tune-in display messaging and homepage takeovers that drove to a customised microsite. ESPN.com’s NBA section, the world’s leading basketball site, showcased special editorial articles featuring Dirk Nowitzki and Hedo Turkoglu as they provided their perspective on their home cities of Berlin and Istanbul, respectively.

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Results

People red 500 xxx

131M

Series was made available in 131M households across Europe, Middle East, and Africa via ESPN and syndication to local television partners

Graph 500 xxx

87%

Of basketball fans enjoyed watching the series

50M+

Additional marketing impressions spanning digital, social, and PR, including partner support from Euroleague, its teams and players

+113%

Viewers are more than twice as likely to choose to fly with Turkish Airlines after watching the series

regions

United Kingdom, EMEA
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