Gorgeous presentation: We turned SUNEXPRESS into the beauty airline! - Das crossmediale Vermarktungs-Network

13 crossmedia solutions

6 media brands

5,88 Mio. impressions

The goal

Tapping the “beauty traveler” target group potential for SunExpress
Presenting the airline as the ideal enabler for a “journey full of possibilities” to Turkey

The idea

We use a cross-media approach to showcase Turkey’s first-class medical expertise and cultural diversity. We select precisely those media brands from our portfolio that are a perfect brand fit for the topics “beauty treatment” and “beauty travel”. We use our editorial reporting to emotionalize the topic, while selected influencers address both the male and the female audiences in a targeted and authentic way.

Event report and TikTok posts by GRAZIA

On Instagram and TikTok, GRAZIA piques curiosity about a beauty trip to Turkey with SunExpress. With success: Implementation on TikTok exceeded the view guarantee by 178%.

The BUNTE podcast

Plastic surgeon Dr. Julia Berkei gives tips on the latest beauty boosters in the BUNTE VIP GLOSS podcast – the episode is streamed over 50,000 times.

Instagram content by macro influencers

Two creators from our “brands you love” community create Instagram posts, stories and reels – @onlylennard and @stellaelena reach 375,000 followers.

Social cards on Instagram

Across the entire “run of network” of our digital brands, we place Instagram social cards that precisely target the female and male audiences.

Keyword targeting on NetDoktor

In the “cosmetic plastic surgery” search environment, we place display ads that present SunExpress as a beauty shuttle to Turkey.

The experticle by FOCUS

In this digital ad format, FOCUS experts explain how vacation and beauty treatment can be combined by flying SunExpress.

The print advertorial by InStyle Men

Our editorial-style full-page ad on the subject of “hair transplants” fits seamlessly and organically into the stylish environment of InStyle Men.

The success

It’s all in the mix: strong media brands, cleverly selected channels, relevant content. Our beauty campaign for SunExpress performed very well across media. Not only were all KPIs met, they were even exceeded in many cases. User interest in the sensitive topic of “beauty treatment” was high, and we staged it with tact and finesse. The combination of moving images and authentic reporting by our editorial teams and content creators was particularly convincing.

Campaign info

Core brand	Solutions	Campaign period	Production period
SunExpress	Influencer marketing	Sep - Nov 2024	from July 2024
	Instagram posts, stories, and reels
	Instagram social cards & push via Burda Direct Interactive (BDI)
	TikTok posts
	Podcast
	Display ads with keyword targeting
	Experticle (native online article)
	Print advertorial