O'Leary is worth €18m to Ryanair
Published 20/04/2014 | 02:30
From dressing up as a leprechaun to prancing about in his swimming togs, Michael O'Leary is worth up to €18m in "media value" to Ryanair, according to new marketing whizz Kenny Jacobs.
"It's an approximate figure generated by adding up the column inches and headlines generated each year by Michael," according to the airline.
But O'Leary's days of acting the maggot for cheap publicity are coming to an end. The airline is planning to squeeze more efficient use out of its iconic chief executives.
This will involve "having a broader communications mix, of which Michael will be a part, where we will be stepping up areas such as digital, email, advertising and CRM."
Ryanair's change from the brash, in-your-face low-cost carrier to a cuddlier, more business-focused airline, has paid off spectacularly with shares rising 40 per cent since November. This has boosted the value of O'Leary's own shares by over €105m to €380m.
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