Turkish Airlines - Hard to Say, Easy to Fly

Turkish Airlines - Hard to Say, Easy to Fly

Drawing on its rapidly expanding route network, Turkish Airlines has taken to Facebook for its latest initiative, entitled 'Hard to Say, Easy to Fly'. The campaign, which runs from January 18 to February 15, 2012, is a contest that plays on the seemingly difcult pronunciations of some Turkish Airlines destination names, creating a fun and challenging exercise for customers.

The Facebook-based campaign features a short and whimsical video of people on the streets of Istanbul trying to correctly pronounce the names of Turkish Airlines destinations such as Dnepropetrovsk, Guangzhou and Ljubljana. After watching the video, the airline’s Facebook fans have the option to enter the contest by clicking the button stating “I can pronounce it better.” After 'liking' the app, contestants are prompted to pronounce 14 city names using their webcam.

The webcam submissions will then be evaluated for best pronunciation by staff from Turkish Airlines and its agency McCann Istanbul. Winners will be announced on February 27, with one grand prize winner receiving a roundtrip ticket to one of the 14 pronounced cities. Turkish Airlines promoted its new contest to its 1.5 mln Facebook fans and 280,000 Twitter followers, which generated 4266 clicks. A longer version of the video with peoples' pronunciation attempts on Facebook, has garnered over 22,000 views so far.