A Local tourist guide at selected destinations can be

A new campaign
for senior citizens includes all potential customers in a range of short-haul
flights after analysed of Turkish
Airlines marketing requirement for the campaign. Although the number of senior
passengers is high, there was not enough
promotion or loyalty card program for
them apart from campaigns launched before for aiming at carrying a number of senior passengers in domestic.  The
objectives of the new campaign are
mentioned below.


Increasing our current passenger’s satisfaction and loyalty

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Gaining new customer

Extending revenue on flights with low-load

Reaching the potential customers who are
related to target market by word of mouth

Making a positive public opinion about
Turkish Airlines worldwide which  will enhance TK’s brand value


The creative
process for the campaign introduced a new
loyalty card system for only senior passengers. The purpose of launching new card increase target segment’s satisfaction.
It will also expand awareness of Turkish
Airlines worldwide.  It will be new FFP
card in airline sector as named Miles
Senior Platinium Card. This FFP
programme gives up to 50% discount on selected domestic and international
flights. The customer easily accesses
priority boarding even the customer buy his/her ticket from economy class.
Customer will be welcomed from special attendant if they request assistance
service in advance. Special discount for seniors is arranged for airport transfer
services in Istanbul, Izmir, Ankara and some capitals in Europe. Local tourist
guide at selected destinations can be organised in advance many of destination
where Turkish Airlines has an operation.
Special discount at selected hotels under the company agreement for seniors. Special discount at city centre baggage check-in service at selected
destinations. The conditions and amendments of these services are mentioned above
will publish each month from Miles Senior Platinium Card website. Call-center service is
given to customers in 24 hours all over the World. Current miles and smiles
cards will be combined with Miles Platinium Card without paying any
fee when the customer is aged as 60 years

Advertisement works
can available on newspaper, radios, billboards, public transportation, Skylife
magazines and other business magazines Tk’s website and social media.


The execution
plan of the campaign is the likely required
budget. Costs comprise of advertisement costs, card expenses, extra ground crew
and equipment for assistance and unforeseen

Cost distribution
table is given on the right side. The main
cost is advertisement cost. Even if the total
cost is almost 2.01 million dollar for
this campaign Turkish Airlines advertisement
budget was almost 180 million dollar in 2016.



The campaign’s
main revenue generator element that is senior platinum card fee is 9$ per year.
5% of senior targeted at the beginning of
the campaign. Expected revenue will be
5.400.000$ at least each year.


In conclusion, 13.618.619 senior passenger flew by
Turkish airlines in 2016. However, this number slightly decreased in 2017 as
7.546.848.  With this campaign, the company
aims to provide special statute for seniors all over the World and gains more seniors
from the market. The campaign has many benefits
that apparently generate revenue regarding initial investment cost is very low by
comparison with the total advertisement budget in 2016 and increase a
positive public opinion on Turkish Airlines and enhance
TK’s brand value.