Turkish Airlines is leveraging its golf sponsorship portfolio with a fresh campaign that challenges preconceptions of the sport and aims to inspire players to travel the globe and discover a new world of golf.
The campaign, developed in harness with agency Crispin Porter & Bogusky London, is led by a TV spot of players touring unusual greens of the world: from teeing off a cliff edge in Antalya, to powering through snow-covered fairways in Montreal and the neon-lit night fairways in Miami.
The unique globetrotting golf journey commercial was launched on 6 October and will run online and will initially air across several European markets.
The Crispin Porter & Bogusky London team was led by Tom Hall and Tessie Gaertner, while the ad was directed by Smuggler’s David Frankham.
The ad campaign runs in parallel with another of the airline’s current golf initiatives – ‘Check-In To Golf’.
This sees some of the world’s best golfers checking-in to the Turkish Airlines Open later this month (the tournament starts on 26 October) and is being promoted by a campaign driving fans to ‘Check-In to Golf with Turkish Airlines’ to enter a competition to win a VIP trip to the Turkish Airlines Open and meet Rory McIlroy.
The world's best golfers will be checking-in to the Turkish Airlines Open later this month, will you? #CheckInToGolf pic.twitter.com/OKLSYbkFJ2
— TurkishAirlinesGolf (@T_A_Golf) October 5, 2015
The campaign directs viewers to the initiative’s website at www.checkintogolf.com to check-in at your favourite course.
Entrants can increase their chances by sharing their best golf photos on Instagram or Twitter using the hashtag #CheckInToGolf.
#Win a trip to the @T_A_Golf Open & meet @McIlroyRory! To Enter: Visit http://t.co/5oftgnz75L and share your golf pics using #CheckInToGolf
— TurkishAirlinesGolf (@T_A_Golf) October 5, 2015
Comment
Creatively compelling, the ad is a good watch and the brand is certainly showing its commitment to the sport with what some might consider a fairly niche commercial for a multi-market TV campaign.
And together with ‘Check-In To Golf’ it shows the airline’s fresh approach to the sport as its activity aims to avoid golfing stereotypes and help support the sport’s move towards the future.
Turkish Airlines sponsors several prestigious professional and amateur events: from the Turkish Airlines Open (the European Tour’s penultimate event prior on the Race To Dubai), plus the Turkish Airlines World Golf Cup (which launched in 2013 and spans 12 cities globally), as well as the Turkish Airlines Ladies Open.
Links
Turkish Airlines Check-In To Golf:
http://www.checkintogolf.com/terms.php
Turkish Airlines Golf Hub:
http://golf.turkishairlines.com/
Turkish Airlines Twitter:
Turkish Airlines Facebook:
https://www.facebook.com/TurkishAirlinesGolf
Turkish Airlines YouTube:
https://www.youtube.com/user/TURKISHAIRLINES
Turkish Airlines World Golf Cup:
http://golf.turkishairlines.com/turkish-airlines-world-golf-cup/
Crispin Porter & Bogusky:
