Saturday 7 December 2019

Ryanair pokes fun at itself in new €6m cross-border TV ad campaign

Ryanair chief marketing officer Kenny Jacobs said the airline had been “keen to get value”. Photo: Tom Burke
Ryanair chief marketing officer Kenny Jacobs said the airline had been “keen to get value”. Photo: Tom Burke
John Mulligan

John Mulligan

Ryanair is spending €6m on its first cross-border TV ad campaign that kicks off today, targeting customers in Ireland, the UK, Spain and Italy.

London-based agency Dare has created the adverts for the airline, with five 20-second ads having been filmed over the course of just one afternoon at London's Stansted Airport, which is Ryanair's biggest base.

Speaking to the Irish Independent, Ryanair chief marketing officer Kenny Jacobs, pictured, said the airline had been "keen to get value".

The €6m cost covers the production of the five ads and the airing of three of those adverts over the next few weeks. Ryanair will spend more money in coming months as it airs the other two adverts which it produced.

Mr Jacobs said Ryanair also has "a bit of a poke at ourselves" in the ads.

He conceded that the TV ads will take a significant chunk out of the €36m ad budget Ryanair has set aside for this year – that's triple what it spent last year, however.

However, he has said the airline wants to create a unified brand across the countries in which it operates.

The three adverts that begin airing today are aimed at getting across three key messages for the airline – that its new website is now available, that it has eased its second bag rule, and that all its flights now have allocated seating.

The full version of the carrier's new website was launched last week. Mr Jacobs said that it is already "booking ahead of plan" and that it has generated more bookings than the airline had budgeted for.

In Spain, the new Ryanair ads apparently went down well in screenings.

In 2009, Ryanair annoyed Spain's royal family after it ran a newspaper ad in the country using Queen Sofia's photo. It revealed in the advert that the queen had flown with the airline. The ad urged customers to "Fly like a monarch" and said: "It's a privilege for us that Queen Sofia flies with the biggest growing airline in Spain".

Ryanair later pulled the ad.

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