Turkish Airlines

Basketball Capitals



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


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.


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

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Of basketball fans enjoyed watching the series


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


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


United Kingdom, EMEA
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