Contrary to perceptions of them as just a local or regional airline, Turkish Airlines are a huge global player who fly to more countries than any other airline. To help convey their scale, they often partner with global events and celebrities. The challenge of this particular brief was to find a strategic and creative link with the Warner Bros “Batman v Superman” blockbuster, one that fans would believe in, and to execute it in a way that would fully engage them.

TV spots and print drove you to the airline’s website, where you could then engage with the full campaign by booking a ticket (which entered you in a draw to fly to the premiere). We then sent you typical pre-flight airline messaging, including: Emails selling you travel insurance, featuring cover for extraterrestrial incidents. Reminders to get your visa to Gotham or Metropolis, through an official ESTA-like site. And city info, including via a 128-page Time Out guidebook complete with restaurant listings and maps, for sale on Amazon and in bookshops. A key consideration throughout was to execute this idea in a way that would engage the movie’s fans and make the most of the partnership with Warner Bros, rather than just stick our logo on their long-awaited film.