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Turkish Airlines

Best in Travel 2016 Campaign

The story

Turkish Airlines sought out an exclusive partnership with leading travel publisher Lonely Planet to establish itself in western markets and increase awareness of their extensive flight network.

Client objectives

  • Increase awareness with Lonely Planet audience across channels
  • Drive traffic to Turkish Airlines website and inspire future bookings
  • Alignment with a wide-reaching global marketing campaign
Top Region Transylvania
Top City Kotor
Top Country Botswana
Best in Travel 2016

The idea

Best in Travel, a highly anticipated collection of the world’s hottest trends, destinations and travel experiences for the year ahead, is Lonely Planet’s largest and most influential campaign, reaching 2 billion people across 34 countries. As our partner, Turkish Airlines could capitalise on the success of the campaign, extend their marketing reach, create positive brand association and raise brand awareness within the Lonely Planet audience.

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The solution

We offered Turkish Airlines exclusive sponsorship of our 2016 Best in Travel marketing campaign, which included exclusive sponsor branding across the following elements:

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Landing Page

The client’s branding was integrated natively into the Best in Travel landing page on LonelyPlanet.com featured images, articles and video content from our must-see travel destinations. A full ad campaign across LonelyPlanet.com supplemented the native branding.

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Calendar Builder

A Year in Travel let people create a custom desktop calendar using beautiful imagery from some of our top picks for 2016.

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What’s Your Travel Destiny paired people with their ideal travel destination from our Best in Travel list. Prizes included travel vouchers courtesy of Turkish Airlines.

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We created stunning video to capture the campaign’s top region, city and country.

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Lonely Planet and Turkish Airlines co-hosted an event to kick off the World Trade Market conference at the London Transport Museum. Attendees included representatives from the campaign’s winning destinations as well as local press.

Best in Travel 2016 results

As the presenting sponsor of Best in Travel 2016, Turkish Airlines enjoyed exclusive branding across our platforms, reaching Lonely Planet’s active travel audience at every turn.


2 Billion+

reach across 34 countries

$6.6 Million

resulting value


76 Million+


1 Million+

engagements across channels