01
Cultural Moments
National Days, Ramadan, Eid and regional occasions created specifically for individual markets.
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Bringing Europe’s Best Airline
closer to the Arab world.
StrategyCultureLocalizationCommunityStorytellingRelevanceStrategyCultureLocalizationCommunityStorytellingRelevance
01 The Opportunity
A global brand.
A region of distinct cultures.
Turkish Airlines flies to more countries than any other airline. MASH was appointed to make this global brand feel closer to Arabic-speaking audiences, building regional relevance while preserving its premium identity.
02 Our Cultural Thesis
We localized the experience,
not just the language.
Arabic-speaking audiences share a language, but not a single culture. So we built an always-on content ecosystem shaped around the traditions, conversations, travel behaviours and cultural moments of individual Arab markets.
03 The Content System
Six ways we built relevance.
Six pillars running in parallel, each earning relevance a different way. Together they keep the channel culturally present week to week, rather than loud in bursts around a campaign.
Cultural Moments
Destination Storytelling
Premium Experience
AI Innovation
Platform Culture
Human Stories
04 Selected Work
The work that built affinity.
A selection of the work that helped Turkish Airlines Arabia build cultural relevance and sustained audience affinity across the region.
05 The Compounding Result
307K+
Instagram community
+45%
Growth since 2023
2.1×
Engagement vs. global
40mo
Ongoing since March 2023
Built steadily. Built to last. Turkish Airlines Arabia grew from a regional destination page into a culturally relevant platform, built consistently, one local story at a time.
What happens next
Ready to build an audience that stays?
Tell us the market, the audience and the deadline. We come back with a plan for the first ninety days, not a credentials deck.