Rhandell Rubio
Jul 15, 2011

Turkish Airlines retraces Silk Road for campaign supporting Hong Kong athletes

HONG KONG - Turkish Airlines has embarked on its first sports-related campaign by sponsoring cyclists Marie Christie-Lee and Andrea Oschetti to retrace the historic Silk Road route on two wheels, and raising funds to support local athletes in Hong Kong.

Turkish Airline's Silk Road cycling journey route
Turkish Airline's Silk Road cycling journey route

The 'Silkroad cycling journey' aims to raise funds for Hong Kong charity 'Sports for Hope Foundation' wherein all proceeds will go to local athletes, as well as providing scholarships to Hong Kong students with talent in sports. Donations can be made via the campaign website.

Oschetti will take the lead in the cycling journey, which will begin on 28 July at Mashhad, Iran, and will finish in Kashgar, China, on 9 September. The route will cover over 3,200 kilometers over the seven week period.

The route retraces some of the great journeys taken in history such as those of Marco Polo and Genghis Khan. Turkish Airlines says the Silk Road is "not just the origin of the ancient civilization, but is also the important path that connects the East and West, which is now modernised and flown over by Turkish Airlines".

The airline added that both Hong Kong and Turkey were both "energetic and vibrant", in addition to being key financial and transit hubs.

Globally, Turkish Airlines has already worked done sports marketing campaigns with football clubs Manchester United and FC Barcelona, basketball star Kobe Bryant, and women's tennis world number one Caroline Wozniacki.

Source:
Campaign China

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