Turkish Airlines Captures High-Intent Travelers and Deepens Engagement with Custom ChatGPT Ads Creatives

Key Results

• +118% Boost in relevance using Prompt Smart
• +183% Increase in site landings from ChatGPT Ads
• +15% Time spent per visit for ChatGPT Ad-exposed users

Challenge

US travelers are increasingly turning to ChatGPT to research airline options and plan international trips. Turkish Airlines’ agency, OMG, wanted to connect with those travelers during active trip planning to drive brand discovery among high-intent consumers. The goal was to reach first-time customers entering prompts that could be relevant to Turkish Airlines’ 358 destinations across 133 countries, while gaining a clearer picture of which routes, flights, and messages were generating the most reach and engagement for the airline.

Solution

Criteo activated ChatGPT Ads for Turkish Airlines, transforming flight and route data into ChatGPT Ads-ready creatives. The launch pioneered the activation of Criteo Prompt Smart Ads, which optimize creative messaging to natural-language search behavior, maximizing delivery and reach in conversational environments. The campaign successfully reached first-time site visitors for Turkish Airlines at significantly greater scale and increased on-site engagement. This helps to shape a picture of the utility of ChatGPT Ads as a discovery driver that is able to bring high-quality visitors to the site for purchase consideration in the moment, and retargeting via Criteo open web audiences for non-buyers.

“Meeting travelers inside natural language search wasn’t just a first mover advantage. It established a new frontier for how Turkish Airlines inspires, engages, and converts the next generation of global travelers, connecting them to the world and redefining where travel discovery begins.” — Emre Albayrak, Digital Communications Manager, Turkish Airlines

Criteo’s Insights Suites for ChatGPT Ads surfaced top served and top clicked landing pages to build key learnings about user search and interest in ChatGPT conversations. These insights were returned to OMG for optimization in future campaign activations and as a baseline insight for potential GEO enhancements.

“As Omnicom, we didn’t want to simply bring Turkish Airlines into ChatGPT; we wanted to rethink where travel discovery starts. By connecting with travelers in a conversational environment at the moment inspiration becomes consideration, we created a new way for Turkish Airlines to engage high-intent audiences and turn emerging travel behaviors into actionable insights.” — Atakan Demirci, Chief Digital Officer, OMG Turkey

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