After a series of high-profile YouTube campaigns, featuring global sports stars including Lionel Messi, Kobe Bryant, and Tiger Woods, Turkish Airlines has turned to the video sharing platform’s internal talent for their latest campaign. Bringing together the most popular YouTube talent in a collaborative #FortuneTraveller vlogging event, the campaign is set to win global reach via the massive social followings of enlisted vloggers.
In a few short years, Turkish Airlines has developed a reputation for creating exceptional branded video content on YouTube. By far, their most travelled piece of content has been the ‘Kobe vs. Messi’ videos, both of which have amassed more than 100 million views.
Here’s the first of the two videos:https://www.youtube.com/watch?list=UUSK1_qvsEuTNZnvLQvNRLGQ&v=ruav0KvQOOg
While signing up two of the world’s biggest sports stars was undoubtedly a expensive move, the performance of the videos builds awareness and reassurance among a worldwide audience of consumers, exactly the kind of marketing push that is crucial to an international airline.
It’s led to Turkish Airlines winning a leading 29.5 percent share of overall social media shares in the Travel and Transport vertical on YouTube.
The campaign built upon previous efforts by the airline to utilize global sports stars to create compelling and shareable content, which as the following video featuring Tiger Woods shows, never strays far from the airline’s luxury and liberating brand identity.
Again winning a sizable audience, Turkish Airlines’ activity on the channel serves as a great case study of YouTube best practice for brands, and the scope of what can be achieved when brands commit to big-budget digital video content.
Today it was announced that Turkish Airlines, in partnership with cloud-based global video distribution network, Rightster, will see the airline send a group of the biggest stars on YouTube in a co-ordinated, global travel vlogging campaign.
Under the #FortuneTraveller initiative, the project will fly YouTube stars such as Devin Supertramp, the U.S.-based videographer with a following of more than 2.5 million subscribers, and Damian Walters, the UK stuntman with more than 475,000 subscribers, to Istanbul with a passport, a camera, and minimal possessions.
Once in Istanbul the stars will meet and together will take part in a traditional Turkish fortune telling event, where they will learn their travelling fortunes. The YouTubers will then be sent to one of Turkish Airlines’ 260 destinations (incidentally, the airline flies to more destinations around the world than any other airline) and the vloggers will record all their experiences from Istanbul to their chosen destinations.
Reaching Global Audiences Via Digital Talent
The initiative will bring together talent from 10 countries, covering all the major global YouTube networks and Turkish airlines major markets.
In a press statement, Neset Dereli, Turkish Airlines’ interactive marketing manager, said:
“This partnership showcases the increasing importance of global YouTube network partnerships delivering long-term success for brands on the platform. Bringing together creators from multiple networks and utilizing Rightster’s expertise in creating branded content will mean we have the opportunity to reach a truly global audience.”
And while the move does depart from the use of high-profile sports stars as a means of securing audiences and engagement, if anything, the campaign has even greater potential to reach global audiences. Subscriber followings for YouTube stars can number into the millions, with individual videos often gaining huge numbers of views.
Turkish Airlines’ campaign speaks of a brand that both understands, and feels comfortable taking risks on YouTube, and recent studies indicate that as a travel brand particularly, the airline has everything to gain.
The #FortuneTraveller campaign will run until the end of November and can be followed on the official Turkish Airlines YouTube channel.
Should other brands be following Turkish Airlines example, utilizing the best of YouTube’s talent?