How a big bet on Batman v Superman paid off for Turkish Airlines

The reviews for Batman v Superman have generally been abysmal. But there is one place where the film has some major fans: the corporate offices of Turkish Airlines. The carrier made a big play on cross-promotion with Warner Bros. for the release this year, with entertaining ads touting 2 new “destinations” – Metropolis and Gotham City. The videos attracted 30m views on social media in the first 3 days after launching, and now the ads have more than 52m views on YouTube alone. And they are in line with the change in marketing approach for an airline that has been working for better recognition. Despite flying to the most destinations of any airline, Turkish has struggled to make itself a household name – and has been increasing its marketing budget by hundreds of millions of dollars over the past 5 years to change that. <br/>