Aviation Turkey:  Could you tell us about your career journey and how you came to lead corporate communications at Pegasus Airlines?

Banu Karamuk: My career has always been centred around communication, reputation, and storytelling. Over the years, I’ve worked across various industries where clear, effective, and empathetic communication has been essential. Joining Pegasus Airlines was a natural step because it combined two of my passions: aviation and corporate reputation. As Türkiye’s pioneering low-cost carrier with a strong digital-first strategy, Pegasus presents me with both challenges and opportunities. As head of corporate communications, I can shape the way the airline connects with stakeholders, manages its brand voice, and builds long-term trust.

 Aviation Turkey:  Aviation is a highly competitive industry. How does your team ensure a strong and consistent brand identity across all markets?

Banu Karamuk: Consistency is key in a global industry like aviation. Since 2018, the Pegasus team has adopted the motto “Your Digital Airline”. More than a tagline, these words act as a guiding principle across all communication touchpoints. Whether through our mobile app, social media, or sponsorships, we ensure that our messaging consistently conveys value to our guests, promotes accessibility, and showcases innovation. We also adapt our communications to local sensitivities while maintaining one clear global brand voice, which helps us remain distinctive, reliable, and relevant.

Aviation Turkey:  What communication strategies do you use to build trust and loyalty among passengers?

Banu Karamuk: Trust and loyalty stem from transparency and a customer-centric approach. We always make a point of communicating openly, whether it’s about pricing, flight changes, or service updates. Our loyalty programme, BolBol, is also a key platform for engagement, offering clear, easy-to-understand benefits that passengers value. Additionally, we invest in personalisation, utilising data to deliver relevant offers and updates tailored to each individual, rather than relying on generic messages. This approach demonstrates to customers that we value them as individuals. By embracing technology and utilising data to make communication more personalised, our communication strategies enable us to build stronger bonds and foster long-term loyalty.

Aviation Turkey:  How do you differentiate your airline’s voice and image from competitors?

Banu Karamuk: Pegasus is a challenger brand by nature. We differentiate ourselves through a voice that is modern, digital-first, and approachable, reflecting our DNA as a low-cost yet innovative airline. Our communication is designed to be practical, direct, and engaging. We also focus heavily on demonstrating value: we want our guests to see Pegasus not only as affordable but also as innovative and digitally advanced, an airline that embraces the potential of evolving technologies to offer a seamless experience from booking to boarding.

Aviation Turkey:  Aviation is often in the spotlight, especially during crises such as flight disruptions, safety incidents, or global events. How do you prepare for and manage crisis communication?

Banu Karamuk:Preparation is everything. At Pegasus, we maintain detailed crisis communication protocols and conduct scenario planning so that we can act quickly and consistently. Transparency and empathy guide our approach. In times of disruption, passengers want timely updates and reassurance, while stakeholders expect accountability and transparency. By ensuring our internal teams and external channels are aligned, we can communicate clearly, provide accurate information, and maintain trust even in the most challenging circumstances.

Aviation Turkey:  Could you share an example where effective PR helped turn a challenge into an opportunity?

Banu Karamuk: A good example is how we communicated during the pandemic. It was an unprecedented challenge for aviation, but it also enabled us to demonstrate agility and a customer-focused approach. We used our digital channels extensively to keep passengers informed about safety measures, flexible travel policies, and operational changes. By being proactive and transparent, we strengthened customer trust and reinforced Pegasus as a reliable airline during uncertain times. That experience also accelerated our digital communications strategy, which continues to benefit us to this day.

Aviation Turkey:  How important are digital platforms and social media for your airline’s communication strategy?

Banu Karamuk: They are absolutely central. Today’s passengers expect real-time information and engagement, and it’s digital platforms that make this possible. Social media enables us to connect directly with our audience, not only to share updates and offers, but also to listen, respond, and foster meaningful relationships. Our website and mobile app are equally critical, offering customers convenience and control. We are also constantly developing innovative digital tools, such as our new AI-powered Pegasus Assistant, a 24/7 digital assistant that provides instant help with everything from flight details and travel updates to check-in and baggage information, to ensure our communications remain modern and efficient.

 Aviation Turkey:  Sustainability is becoming central in aviation. How does your communication team highlight the airline’s green initiatives?

Banu Karamuk: Sustainability is a priority for Pegasus, both operationally and in our communication. We are committed to cutting CO₂ emissions per passenger kilometre by 20% by 2030 and achieving net zero by 2050. Through all our channels, PR, and marketing campaigns, we track and share our progress transparently through our online Sustainability Hub, highlighting our array of practices that reduce emissions. These include investment in our fuel-efficient fleet, which is now one of the youngest in the world. 

At the same time, we emphasise our broader commitments to social responsibility in our communications. With a female CEO and a workforce that is 35% women, including 129 women pilots - a statistic that makes Pegasus unique in a traditionally male-dominated industry - we see it as our duty to lead by example, as seen in our many Diversity, Equity, and Inclusion initiatives launched through our Harmony programme. By consistently sharing these efforts across our channels, we help passengers and stakeholders see that Pegasus not only offers great value and is innovative but also responsible and forward-looking. 

Aviation Turkey:  How do you maintain strong relationships with journalists, regulators, and industry stakeholders?

Banu Karamuk:We believe in transparency and accessibility. Our team maintains regular dialogue with media, regulators, and industry partners, ensuring they are informed and have open channels of communication with us. We also prioritise timely responses and proactive engagement, whether through press briefings, industry events, or one-to-one meetings. Strong relationships are built on trust and reliability, and we ensure that Pegasus is perceived as a credible, responsive, and cooperative partner.

Aviation Turkey:  What communication trends will shape the future of the airline industry?

Banu Karamuk:I see three major trends shaping the future: Personalisation at scale - using data and AI to deliver tailored communications and services; Real-time engagement - passengers increasingly expect instant updates and interactions across digital channels; and Purpose-driven communication -airlines will need to show not just where they fly, but what they stand for, whether on sustainability, inclusivity, or innovation. At Pegasus, we are already investing in these areas, ensuring that our communications and brand evolve in line with technology and the changing priorities, expectations, and values of our customers.

Aviation Turkey:  What advice would you give to young professionals who want to build a career in aviation communications?

Banu Karamuk: First, be curious about both aviation and communications. This is an industry where passion really matters. 

Second, develop your adaptability. Aviation is fast-paced and dynamic. The sheer pace of change is truly remarkable to witness. That means that the ability to stay calm and clear under pressure is invaluable. The skills of today will inevitably evolve in the future, so being open to change and willing to adapt are the most important qualities needed for long-term career success. 

Third, focus on empathy. At its heart, communications is about people, whether passengers, colleagues, or stakeholders. If you can combine technical skills with genuine compassion and curiosity, you’ll find communications in aviation a truly rewarding career