The Worst Billboard

I came across this billboard at the corner of 51st Street and Broadway, featuring Kobe Bryant and the Great Wall of China.  Apparently, it is supposed to be an ad for the Turkish Airline  Surprisingly, however, there is nothing Turkish.  People have to skip the two huge images and to read the text in order to decipher the real intent of the ad--if there is one.  Why would someone waste so much space on images that are only remotely, if at all,  related to the subject? To take advantage of the fact that China is now hot on the world stage? But to get there, would people fly first to Istanbul and then connect to Beijing?