Turkish Airlines flies to more countries than any other airline. To bring their partnership with blockbuster “Batman v Superman” to life, the idea was to claim Turkish Airlines now also flies to Gotham and Metropolis, and encourage people to book a ticket on the inaugural flights.

Since the idea was to treat Gotham and Metropolis as airline destinations like any other, the core of the campaign was the airline booking site, which was integrated as far as possible into the regular Turkish Airlines site, and replicated the functional layout and features of their regular destinations. You could book a ticket on the inaugural flight to either of them (which entered you in a draw to fly to the premiere). We also used their email template to engage people with typical airline messages: travel insurance, including cover for extraterrestrial incidents. Reminders to get your visa, through an ESTA-like official site. And tourist info, from our 128-page Time Out guidebook, complete with restaurant listings and maps, for sale on Amazon and in bookshops.

The campaign resulted in 125 million earned media impressions. Over 30 million YouTube views for the ads. Over 25,000 would-be passengers for the inaugural flight. And over 700 news placements, including Mashable, ABC News, Empire, Yahoo News, Vanity Fair, Hollywood Reporter, The Independent, the Daily Mail, Variety and Rolling Stone.