Marketing PR

Ryanair

Introduction

Ryanair is the biggest low-cost airline with more tha 40 bases, more than 1.000 routes in 26 countries and 152 destinations. In 2010, Ryanair transported 80 million passengers for an average fee of 44 euro. In 2001, the airline opened her first base on the continent in Belgium. Potential passengers had to be informed of the destinations provided from the airport of Brussels South Charleroi. 

Communication issue

Create awareness and generate traffic on the website www.ryanair.com to position Ryanair as the cheapest airline in  Europe while giving no sacrifice to safety.

Solution

To inform potential passengers of Ryanair's extremely low fares, an agressive media strategy was launched. Each subject was immediately translated into a press release.For more important news, a press conference was organized, held by the CEO of the company. Free tickets campaigns were organized. The aim was that people winning free tickets would tell their experience to their friends and relatives. Afterwards, Ryanair's results were published monthly. Information such as flight time, lost luggage, number of flights were compared with other airlines. With that campaign, Ryanair was the first line to communicate about its performance. By combining these results with the fact that Ryanair's aircrafts are among the youngest, the trust of the public increased considerably.

Results