Turkish Airlines plans Australia flights, in talks with Margot Robbie as ambassador

Turkish Airlines has selected Hollywood actress Margot Robbie as the face of its advertising campaigns to promote its upcoming flight route to Australia, according to a statement by the carrier's board chairman, Ahmet Bolat.

Robbie, known for her role in 2023's highest-grossing film "Barbie," is currently in talks with Turkish Airlines to play a pivotal role in promoting the airline's renewed route to Australia. The Oscar-nominated actress would be brought to Türkiye a week before the inaugural flight to explore various places, including the historic site of Göbeklitepe.

"We will commence flights to Australia between March 15 and 25, 2024," Bolat said, adding that the flight will involve a layover, a 10-hour stopover in Singapore, and then a further seven-hour journey to Australia.

The announcement forms part of a broader strategy to boost tourism to Türkiye. In remarks made in November 2023, Bolat said the flag carrier was carrying out a joint project with the Tourism Ministry under which they identified 10 target markets: the US, Canada, Mexico, Indonesia, Malaysia, Japan, China, South Korea, Australia and Taiwan. "We aim to bring 10 million tourists from those countries," he said at the time.

Bolat also noted that a considerable number of Turkish Cypriots, Greeks and Macedonians live in Australia, expressing hope that some 500,000 to 600,000 tourists from Australia would travel to Türkiye.

Why it matters

The planned Australia route represents a significant network expansion for Turkish Airlines, connecting Istanbul to a market with substantial diaspora communities. The carrier's strategy to use a high-profile celebrity ambassador underscores its intent to build brand recognition in a competitive long-haul market.

The airline's collaboration with the Tourism Ministry on 10 target markets signals a coordinated effort to diversify Türkiye's tourism base beyond traditional European source markets. The target of 10 million tourists from these countries, if achieved, would represent a substantial inflow, with Australia alone potentially contributing up to 600,000 visitors.

The route's technical stopover in Singapore highlights the operational challenges of ultra-long-haul flying, requiring partnerships or agreements for stopover rights. This could also open opportunities for stopover tourism packages, a growing trend among Gulf carriers.