Thursday 18 January 2018

Ryanair launches first ever cross-border TV ad campaign

Adverts aim to promote new ‘customer-friendly’ image

John Mulligan

John Mulligan

It has offended everyone from presidents to queens in its advertising, but tomorrow Ryanair marks a new departure as it airs its first ever cross-border television ad campaign.

The company, which has been reinventing itself as a customer-friendly airline, will launch three new adverts tomorrow in Ireland, the UK, Spain and Italy as it tries to persuade fliers that it’s ditching its adversarial approach to passengers.

The adverts are aimed at showcasing Ryanair’s new website, as well as the fact that it has relaxed its second-bag rule and introduced allocated seating on all its flights.

But in true Ryanair fashion, it ensured that to keep costs down, the 20-second adverts were filmed in the course of a single afternoon at Stansted Airport, the airline’s biggest base.

London ad agency Dare came up with the adverts for the airline and the voiceover is provided by British comedian Dave Lamb. Many viewers will recognise his voice as the satirical narrator of TV show ‘Come Dine With Me’, which airs on Channel 4 and TV3.

Ryanair’s chief marketing officer, Kenny Jacobs, said that the new ad campaign is designed to “increase awareness of the new improved Ryanair”.

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.

In 2005, it caused a furore by running a newspaper advert with a photo of wartime leader Winston Churchill with the heading “London fights back”. The ad ran just a week after the London terror attacks that killed more than 50 people.

In 2008, the airline was ordered by a French court to pay €60,000 in damages after using a photo of then President Nicolas Sarkozy and his wife Carla Bruni in an ad.

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