Industry leading airline with potential to gain altitude
As we took up the task of communications for Ryanair, image ratings of the No. 1 airline in Europe were rather grim in Germany – despite it having an excellent and successful product, namely cheap flights. To polish its reputation in Germany and massively boost its market share from 5% to 20% as planned, we had to awaken Ryanair from a long slumber.
Strategy & Concept
What matters to customers?
Ryanair’s clear positioning as industry-leading low-cost airline successfully differentiates it from the competition – but for the market in Germany that is not enough. That is why we emphasised further benefits to its unique low-cost nature: We radically aligned our communications strategy with the purposes and needs of the customer, based on a strategic reorientation towards more service and quality.
Our target: Clear edge. Attitude. Humour.
Public Link initiated the image shift with an integrated PR campaign, in which new target groups such as business travellers are specifically addressed. In communications about the growth strategy, we applied the maxim: More dialogue and serious analysis, without neglecting the humour typical of the Irish.
We adapted the communications activities and relevant topics consistently to the German market. The only correctly spoken language here is with openness and clear positioning – even about tricky topics. That was reflected in the first rate, eye-level service for journalists.
Precision landing: In Germany Ryanair registered significantly improved image ratings with higher awareness and is the innovation leader of a whole industry.
SPREAD THE WORD
“The charm offensive of Europe’s largest low-cost airline Ryanair has paid off. The company reported a jump in profits at the close of its last financial year. The concern also foresees higher profits in the current year.”
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