SBD/December 21, 2010/Marketing and Sponsorship

Turkish Airlines Signs Wozniacki To Endorse Its Business Class

Wozniacki Will Promote Turkish Airlines' Business Class In Various Commercials
Turkish Airlines (THY) yesterday formally announced that it has reached a three-year deal with tennis player Caroline Wozniacki "to be the 'advertising face' of THY’s new business class concept," according to TODAY'S ZAMAN. THY Exec VP/Sales & Marketing Faruk Çizmecioglu said that Wozniacki will "represent THY in various commercials and public relations activities." Çizmecioglu: "The company is constantly growing, and therefore we will purchase an additional 20 long-distance aircraft." He also stressed that THY officials "choose celebrities to increase their brand awareness." The airline last week announced a deal for Lakers G Kobe Bryant to promote THY in the U.S. (TODAY'S ZAMAN, 12/21). In addition to deals with Bryant and Wozniacki, THY this year also has signed deals with La Liga club FC Barcelona and Euroleague basketball. Çizmecioglu said, "Sports are a global thing. Major sporting events are followed by billions of people, which is definitely unmatched by any other activity." Last week, the Armenian Youth Federation Western Region said that it is "urging Bryant to drop his Turkish Airlines deal." Armenians in the U.S. are "calling for the United States to recognize the World War I-era killings of Armenians in the Ottoman Empire as 'genocide.'" Before Sunday's Lakers-Raptors game in Toronto, "about 30 Armenians-Canadians protested against Bryant," holding signs that said, "Kobe: Do the Right Thing." Çizmecioglu said that the airline "had not received any information about such threats to its deal with Wozniacki" (Hurriyet Daily News, 12/21).
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