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Turkish Airlines Takes Film Franchise Marketing to New Heights

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Last night, for Super Bowl 50, the world got a peek at the Gotham and Metropolis commercials Turkish Airlines had previously announced as part of its new Batman v Superman: Dawn of Justice campaign in collaboration with Warner Bros studios, featuring Ben Affleck in his role as Bruce Wayne and Jesse Eisenberg as Lex Luthor.

The airline also launched its #flytogotham #flytometropolis contest. The level of realism Turkish Airlines used in its destination guides for these two capitals is impressive.

Gotham City Guide

Gotham City, once a byword for crime and urban decay, has risen above its past to once again stand tall as an economic powerhouse of manufacturing, shipping, and financial trading. Centuries of industrial wealth have funded worldclass examples of skyscrapers and venues for the performing arts. Founded by a Norwegian mercenary, Gotham City is today one of the world’s leading economic hubs and a center of history and the arts.

This realism is also reflected in the commercial staring Ben Affleck which feels very much as we would expect a genuine city-ambassador campaign, designed to attract more tourists to Gotham, to feel. Metropolis gets this treatment too, though I would say that Luthor comes across as too creepy holding that squeeze ball onboard Turkish Airlines’ plane to inspire a trip. But the Metropolis backdrop is striking.

This was a critically important POV. It allows suspension of disbelief, a continuity of the story-world that true fans will appreciate. It is mature and very sophisticated.

Rather than use Batman and Robin, Gotham and Metropolis as props, with the campaign calling too much attention to itself, Turkish Airlines has flown into the story and become a natural part of it.

Turkish Airlines accomplished the same level of continuity with Fly to Metropolis, featuring Jesse Eisenberg as Lex Luthor.  Metropolis has its own comprehensive city guide, well worth checking out.

Metropolis Guide

Metropolis is famous for its forward-looking, optimistic spirit, captured in its nickname ‘City of Tomorrow’. With wide avenues lined with gleaming skyscrapers, and an entrepreneurial spirit that derives from its long-standing tech industry, it has an infectious energy that inspires visitors. While neighboring Gotham City can seem insular, Metropolis welcomes you with open arms.

The city, of course, is still emerging from the devastation of the recent Kryptonian attack, but Metropolis has made great strides thanks to hard work and corporate investment.

By so expertly blending destination marketing with film franchise marketing, the airline has set a very high standard for creative campaigns of this kind. Even knowing in advance to expect the ads, I did not imagine a storyline this polished and seamless.

It will be very interesting to see what follows. We’ll all be watching closely.

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