Plunging to victory
Brand trust is everything. You want to inspire loyalty and trust to keep customers coming back and to portray to new ones that you know what you’re doing. If you’re an airline then you generally need to convince them that you will keep them safe.
You’ll also want to stay away from any mention of crashing, or going down, or falling. Now, I don’t know about you, but this photo does not give me a good feeling about Turkish Airlines. I feel like the “up” escalator would have been a better choice.