More than a year after the release on its screens and in full flight of The Journey, a short film commissioned from the famous filmmaker Ridley Scott, the director of Alien, Blade Runner and Gladiator, Turkish Airlines garnered the distinctions and saw its reputation take off with its results.
When, in May 2020, the famous magazine Forbes lists the seven best films with Istanbul as a backdrop, such as From Russia with Love in 1963 or the James Bond Skyfall in 2012, he cannot help but cite, in fine, The Journey . What a surprise since The Journey is not really a film but an advertising short film, released in early 2019 not on screens around the world but first on the small screens of Turkish Airlines flights. More than a year after its release, The Journey, a film of just six minutes (1) shot as a Hollywood production, has nevertheless become, in its own way, a blockbuster. Seen tens of millions of times on the internet and also by tens of millions of passengers of the Turkish company.
A bet all the more successful in terms of influence strategy, fame and advertising marketing, that Turkish Airlines offered itself, with The Journey, and to boast both its in-flight services and the charms of Istanbul , one of the biggest names in contemporary cinema: the British filmmaker Ridley Scott - as well known as her - to whom we owe several masterpieces of the big screen, from Alien (1979) to Blade Runner (1982), Black Rain (1989) to Gladiator (2000), Kingdom of Heaven (2005) to Prometheus (2012) or The Martian (2015)… By offering its talents, the airline played on its international reputation, also a symbol of future and avant-garde. A daring gamble and a luxury in itself which has been causing a huge buzz for over a year.
In The Journey, Ridley Scott imagines a thrilling chase through the streets of Istanbul, starring Dutch actress Sylvia Hoeks and French actress Aure Atika. They are both first on a Business Class Turkish Airlines flight to Istanbul. Just landed in the glitz of the city's new airport, a Range Rover takes Aure Atika to the Çırağan Palace Kempinski, one of the most beautiful hotels in town. Sylvia Hoeks follows her thanks to a note book forgotten by Aure Atika on the plane, as well as to disturbing elements delivered by drawings from the travel book. We can then see the Hagia Sophia church, the bustling streets of Istanbul, its shimmering atmospheres and its bright colors, parading to the banks of the Bosphorus.
By touting both its assets, the new Istanbul airport and all the attractions and beauties of the city, Turkish Airlines will have succeeded, with The Journey, the fruit of Ridley Scott's talent, to draw a line and in six just minutes, the East and the West. In communication, this is called "a master stroke. "