Messi and Bryant front debut ‘Widen your World’ campaign

Turkish Airlines has retained brand ambassadors footballer Lionel Messi and basketball star Kobe Bryant for its latest campaign that sees the pair exchange ‘selfies’ to mark the launch of its new brand strapline: “Widen your world”.

The latest campaign sees the sports duo reignite their onscreen game of one-upmanship by exchanging ‘selfies’ at increasingly exotic locations, from the Great Wall of China to Hollywood Boulevard, with the campaign hosted on YouTube.  It also runs with the hashtag: “#KobevsMessi”.

Messi and Bryant use Turkish Airlines to get from country to country, with the campaign geared towards reflecting the breadth of locations Turkish Airlines now flies to and the levels of its in-flight service.

This reflects Turkish Airlines’ ambition to be seen as a truly global brand with the campaign also marking the airline switching its strapline from: “Globally Yours” to “Widen your World”.

Faruk Çizmecioğlu, CMO at Turkish Airlines says the new brand positioning reflects its recent investments and network expansion and ambition to position itself as a key player in the global aviation industry.

The campaign was shot by advertising agency Crispin + Bogusky and also follows on from the earlier “Kobe vs. Messi Shootout” video ad.

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