Commercial

Turkish Airlines - Culinary Journeys

Overview

Turkish Airlines wanted to be aligned with highly engaging and relevant content, both in line with their brand values and brand message “Widen Your World”. They also wanted to explore the concept of food as the only true way to experience different culture while highlighting the importance of catering to the Turkish Airlines flying experience. Turkish Airlines wanted to be positioned at the forefront of CNN International's affluent audience of Global Travellers.

Solution

CNN created a brand new monthly 30 minute program, Culinary Journeys, for Turkish Airlines to become the exclusive sponsor. Culinary Journeys takes viewers on a journey to meet a renowned local chef in one part of the world, revealing what inspires their cuisine and passion. He/she then goes on a culinary journey to another city or country to explore and discover new ways of viewing and using ingredients. Upon their return the chef, newly inspired, shares and prepares a new dish.

Results

  • 11.5m Total page views to the Culinary Journeys Special Section*
  • 2.4m Total visits to the Culinary Journeys Special Section*
  • 5,509 Photos have been posted on Instagram using the #CNNFood*

*From March 6 – Dec 3, 2015