Turkish Airlines Case Study - MBA2A - Mrs E.Craig Class

1. Mathilde BENETEAU – MBA2A
C O U R S E I N S T R U C T O R :
E . C r a i g

2. THE DIGITAL MARKETING ELEMENTS
• Playful approach with Selfies on social media.
• Mainly using Pinterest, Facebook, Instagram
• Selfies are a Gen Y phenomena. This audience is eager to travel and
discover the world.
• Using YouTube advertising tools to reach a global audience
• Story telling through Drogba & Messi selfies’ adventure => allowing
the audience to disconnect and dream about a future trip.

3. OVERALL MARKETING STRATEGY
Summarized by eyefortravel

4. ADDITIONAL ONLINE TACTICS
Interactive & Insightful information on
travel destinations, experiences, on what
to do in different cities, travel tips, etc.
Over 6 hours of waiting
time in Istanbul guest is
picked up at the airport
for a beautiful city tour
Interactive & possibility
to share experience
Viral Advertising
Audience is both
enjoying and creating
the content

5. ACTIVITIES ON SOCIAL PLATFORMS
Social Events (#EpicFood)
Online quizzes
Appealing Pictures
Interaction with audience
Sharing plane experience
Fun messages from “the
plane” => reducing anxiety

6. ACTIVITIES ON SOCIAL PLATFORMS
Drogba & Messi #epicfood Selfie campaign
Sharing “behind the scene” information
Information on other SM platforms, winners
from social quizzes, etc.
Trip planning: visa,
what to pack, etc.
Storytelling technique

7. ACTIVITIES ON SOCIAL PLATFORMS
Sharing beautiful pictures of Turkish
Airline lounges, destinations and
airplaines encouraging the audience to
picture their trips in their travel boards.
Sharing a wide variety of events
and audience experience.
Specific Instagram feeds such as
the Skylife Magazine.
Interaction with
audience with
games, information
& visuals
Game to win round trip to
the city of the winner’s dreams
Audience
interaction and
same
information as
on Twitter & G+
ENGAGING WITH THE AUDIENCE

8. DIGITAL UNIVERSE MAP
Turkish Airlines Website
Reach & lure a global
audience through
“Kobe vs. Messi”
Selfies Commercials
displaying appealing
destinations
Instagram feeds on G+
and on Travel Blog
Reach + Reputation
Interacting with the
audience and link to
YouTube videos
Games to win trips,
events, destinations
YouTube
feeds on G+
& Instagram
Providing feeds to
YouTube & Instagram =>
possibility to create video
and share pictures
Games and feeds shared between platforms
Ex: #SnowOnBoard, Skylife Magazine, Messi #EpicFood
SEO + Marketing
Social Signals, Outside
Meta Links, Back Links

9. Marketing Channels influence on Purchasing Decision in FRANCE
Early assisting role in the purchasing
decision making process
No last interaction prior to
purchasing

10. 1 Make sure the brand is visible and well known on the targeted markets
2 Create Events such as games on social media with appealing prizes, creates buzz and gather as many
followers and likes as possible
3 Make sure the website appears on top of the list when typing keywords on Google, Bing, etc. and Email
address is one of the easiest information to access on the website
4 Be sure to spot out brand ambassadors that benefit from a large audience, are very well informed about
your brand and are trusted by their audience. Encourage them and welcome them in a commercial.
5 Develop a 1 on 1 relationship with customers answering any questions, offering tailored loyalty programs

11. BUSINESS OBJECTIVES
 Reach a new clientele profile
 Increase Turkish Airlines Brand Awareness globally
 Increase the organization’s turnover
 Try new and trendy phenomenon: Selfies with celebrities to maximise
views
 Increase brand awareness on social media and customer engagement
through games and buzz
 Improve the public opinion on the brand

12. CAMPAIGN RESULTS
 77 million views on YouTube : “Kobe vs. Messi: The Selfie Shootout”
 Increase of:
 16% global Google researches
 3x YouTube brand search
 9% global brand recall
 High engagement on Social Platforms: share, positive comments,
YouTube Search increased by 209%

13. APPLICATION TO AN
INDEPENDENT HOTEL
 Have celebrities taking Selfies in different area of the hotel and create YouTube videos
with it.
 Apply the Selfie strategy to guests and have a program to create videos on the website
with selfies and pictures the guest took over his/her stay at the hotel.
 Have Special Selfie spaces in all public area of the hotel
 Create a selfie game on Instagram and have celebrities participating (if the budget
allows). Offer a complimentary VIP weekend to the winner. Make sure the game is
advertised on all social media channels.
 Create interaction by asking the guest to post his favorite meal at the hotel’s restaurant
on Facebook. The one with the highest number of likes could be awarded a
complimentary meal for 2 people.
 Create a blog with information on the city, what to do, guests’ favorite spots, how to
pack for a vacation/business in the city in which the hotel is located, local customs
(food wise, cloth wise, manners wise, etc.)
 Organize a tour in the city indicated on the hotel’s mobile app. This way leisure guests
with late flights may enjoy their last hours in the city.

14. MOBILE APP
INDEPENDENT HOTEL
 The hotel’s mobile app will enable the guest to do the following:
 GPS walking tour with QR codes on the way to provide with some
information on the location (building history, etc.)
 Nearby best restaurants with a choice according to the guest’s budget,
number of people and restaurant availability in real time (partnered with
the fork)
 Possibility for a scavenger hunt with a price awaiting the guest’s at the
hotel.
 Possibility for guests to take pictures and Selfies along the way and create
a video on the hotels website. It will be both a pleasant memory and a
very good advertisement for the hotel.
 If the guest is alone, the app will have a “single guest” option creating
groups upon people preferences/age/hobbies, etc..