Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns

Selen Bilginer Halefoğlu

doi:10.30518/jav.1673445

Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns

Abstract

In today’s intensely competitive aviation sector, storytelling has emerged as a strategic marketing tool for airline brands to foster emotional connections, differentiate their identities, and enhance long-term brand equity. This article investigates how leading airline brands incorporate storytelling strategies into their recent digital advertising campaigns. Through a comparative narrative analysis of four selected video advertisements—one from Turkish Airlines and three from international carriers (Air France, Singapore Airlines, and Qatar Airways)—the study examines how narrative elements such as character, conflict, resolution, and emotion are utilized to convey brand values and engage audiences. The advertisements, released between 2022 and 2023, were chosen based on criteria including narrative richness, global visibility, and digital platform distribution. The analysis reveals diverse approaches to storytelling, reflecting each brand's positioning, cultural identity, and marketing goals. The findings contribute to a deeper understanding of narrative strategies in airline marketing and offer insights for practitioners seeking to enhance brand communication in the digital era

Keywords

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Details

Primary Language

English

Subjects

Communication Economy

Journal Section

Research Article

Authors

Selen Bilginer Halefoğlu ^*
0000-0002-2279-4433
Türkiye

Early Pub Date

February 26, 2026

Publication Date

February 26, 2026

Submission Date

April 10, 2025

Acceptance Date

February 3, 2026

Published in Issue

Year 2026 Volume: 10 Number: 1

DOI

https://doi.org/10.30518/jav.1673445

IZ

https://izlik.org/JA24TW64SS

Cite

RIS / Bibtex

APA

Bilginer Halefoğlu, S. (2026). Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns. Journal of Aviation, 10(1), 58-65. https://doi.org/10.30518/jav.1673445

AMA

1.Bilginer Halefoğlu S. Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns. JAV. 2026;10(1):58-65. doi:10.30518/jav.1673445

Chicago

Bilginer Halefoğlu, Selen. 2026. “Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns”. Journal of Aviation 10 (1): 58-65. https://doi.org/10.30518/jav.1673445.

EndNote

Bilginer Halefoğlu S (February 1, 2026) Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns. Journal of Aviation 10 1 58–65.

IEEE

[1]S. Bilginer Halefoğlu, “Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns”, JAV, vol. 10, no. 1, pp. 58–65, Feb. 2026, doi: 10.30518/jav.1673445.

ISNAD

Bilginer Halefoğlu, Selen. “Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns”. Journal of Aviation 10/1 (February 1, 2026): 58-65. https://doi.org/10.30518/jav.1673445.

JAMA

1.Bilginer Halefoğlu S. Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns. JAV. 2026;10:58–65.

MLA

Bilginer Halefoğlu, Selen. “Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns”. Journal of Aviation, vol. 10, no. 1, Feb. 2026, pp. 58-65, doi:10.30518/jav.1673445.

Vancouver

1.Selen Bilginer Halefoğlu. Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns. JAV. 2026 Feb. 1;10(1):58-65. doi:10.30518/jav.1673445