Its fleet of smaller aircraft was able to land at many of the secondary cities where wide-body aircraft (such as Emirates’ A380s) couldn’t land. CEO Temel Kotil described his airline’s strategy as an attempt to serve the “village” surrounding Turkey – smaller cities within the European, African, and Middle Eastern theaters that were better served by medium-sized aircraft. Its recent growth reflected both these structural advantages and successful strategy deployment – from 2010-12, it added 29 planes and 26 destinations. Lean operations and top-line revenue growth of 26% had contributed to a healthy profit margin of 7% in 2012, well above the industry average.