Turkish Airlines Canada and Le Château have teamed up for an international media tour. The companies are sending a small group of fashion writers and bloggers on a four-day trip to Dubai, where they’ll visit the new Le Château at The Dubai Mall.
The group includes Paige Dzenis, associate online editor at Fashion Magazine, Christina Cravero, fashion host on Breakfast Television Toronto, Marissa Anwar from ChicDarling.com and Nicole Wilson from DaintyGirl.ca.
The idea was born when Valerie Stachurski, founder and president of Charming Media, which handles PR for Turkish Airlines Canada, read about Le Château’s Dubai expansion in late February. Stachurski had been tasked with coming up with an innovative way to promote the airline as it launched an additional flight from Toronto to Istanbul. Charming Media had previously developed a blogger trip for Turkish Airlines, and the idea of partnering with Le Château just clicked.
“Having influencers share their real-time experiences with inflight social shares has proven highly effective in the past,” said Stachurski, who will also be going to Dubai. In fact, Turkish Airlines’ first blogger trip to Turkey resulted in five million impressions of the #TotoTurkey hashtag.
“Adding on a short connecting flight from Istanbul to Dubai not only provided the opportunity to partner with Le Château on such a great project, but allows us to showcase the famous CIP Lounge in Istanbul airport during the layover, making it a win all around,” said Stachurski.
For the four-day trip, which starts Wednesday, the writers and bloggers are encouraged to write about their travel experiences with Turkish Airlines, as well as their thoughts on the new Le Château location and the excitement of Dubai. The participants have all been given Le Château gift cards to build their Dubai travel wardrobe, so they can share pictures of their travel outfits on social media. They will be using the hashtag #4DaysinDubai.
“We like to be aspirational for our customers, especially in our social media,” said Marlene Robillard, director of communications and public relations at Le Château. “When this project came up, we thought it was a great way to push our brand’s image, and the aspirational sense of it, to our customers,” added Robillard, who is also going on the trip. “[Through our social channels], we’re letting our customers experience going to Dubai themselves, shopping our Le Château store and having that luxurious experience.”
