The battle between low-cost airlines Go and Ryanair intensified this week when the Advertising Standards Authority ruled that Go was justified in belittling Ryanair’s service in an ad campaign.
A national press campaign by Go criticised Ryanair’s use of secondary airports, which may be more expensive to travel to and from than the major airports Go uses.
The strapline to the ads, which were created by HHCL & Partners, read: “Unlike Ryanair we don’t believe in nasty surprises. Go flies to the major city airports – so you don’t have to fork out on expensive taxis when you get there.”
The ASA acknowledged that bus and train services were available from Ryanair’s airports, but agreed that the airports used by Go are nearer to city centres and cheaper to reach by taxi.
However, the ASA ruled that Go was wrong to imply in the ad that Ryanair hides airport taxes in its advertising in order to mislead customers. The claim must not be included in future advertising.
The budget flights market has been growing rapidly. Bmibaby launched last month with a £3m campaign through Partners BDDH, and in January Ryanair announced it is investing in 100 Boeing aircraft.