Turkish Airlines, voted Europe’s best airline by Skytrax four years consecutively, has teamed up with international football stars Didier Drogba and Lionel Messi for its new ‘Widen your World’ global advertising campaign using TV, cinema, press, digital, outdoor media and social media.
The commercial is centred on being ‘culturally curious’ and explores the concept that food is the only true way to experience different cultures. It aims to highlight the worldwide destinations that Turkish Airlines offers and the importance of catering service to the Turkish Airlines flying experience.
The TV commercial shows how culturally curious both football stars are, with Didier seeing photos of Lionel in restaurants around the world and flying Turkish Airlines to find new places to experience epic food that Lionel has not been too before.
Ivory Coast striker Didier Drogba, who plays for Chelsea FC in the English Premier League, is the newest brand ambassador for Turkish Airlines. Lionel Messi has been a global brand ambassador for three years.
“I am honoured to represent such a well respected and award-winning brand, and I have a special affiliation with Turkish Airlines having enjoyed my time playing for Galatasaray and living in Istanbul,” said Didier Drogba. It is well known that Didier donates all of his commercial income to The Didier Drogba Foundation that is currently building a hospital in Abidjan, Ivory Coast.
The film, the third and final in the series, which is one of the world’s most viewed campaigns on YouTube, seeks to engage viewers further this time with EpicFoodMap.com. Soon Turkish Airlines will be launching a competition to upload your own epic food travel photo to win a trip to the locations in the commercial. The aim is to create the world’s most adventurous food map, which inspires people to travel to new destinations.
Dr Temel Kotil, Chief Executive, Turkish Airlines, said: “We pride ourselves on our strategic partnerships and could not be more delighted that Didier is now part of the Turkish Airlines family. Both the UK and African markets are an important focus for us. Not only is Didier an iconic UK football star, but also his philanthropic efforts through the Didier Drogba Foundation mean a lot to us. For these reasons and more, he was the obvious choice to be the next face of the Turkish Airlines brand.”
Created by Crispin Porter & Bogusky, the TV advert will run in a number of the airline’s international markets around the world. The press and outdoor advertising will look to showcase the global stars experiencing new cultures from around the world. The campaign can be followed on Twitter with the hashtags #widenyourworld and #epicfood.