he adverts showcase Ryanair’s recent product and service improvements, namely the provision of allocated seating, a second free cabin bag allowance and the improved Ryanair website (launched last week), which allows customers to book flights in just 5 clicks (down from 17 previously).
The adverts, which were produced by UK agency Dare, underpin Ryanair’s new ‘Low Fares. Made Simple’ tagline, while the TV campaign, which was shot at London Stansted Airport, will be broadcast at peak times, featuring the classic Motown track, “Destination Anywhere” by the Marvelettes.
Ryanair’s Chief Marketing Officer, Kenny Jacobs said:
“We have the best product in the airline industry with the lowest fares and biggest choice of routes. We have made significant improvements to our customer service and this campaign is designed to increase awareness of the new improved Ryanair. It was a pleasure working on this project with Dare as the lead creative agency, TAG in support, and Mediacom.”
Chief Creative Officer at Dare, Sean Thompson said:
“For Dare to work with Ryanair on their first ever pan-European advertising, has been a real privilege especially as the brand is at such an important time in its evolution. Creatively it was important that we tackle people’s negative perceptions of Ryanair head-on but do it with a charm and wit that people would expect of the brand.”
