As Ryanair launches its package holiday service, the airline says is hasn’t lost sight of what it stands for and will continue to push itself as the “Aldi of the air”, despite the fact its holidays will offer everything from B&Bs to 5* hotels.
Having entered the third year of its Always Getting Better programme, Ryanair has “succeeded” in changing the negative perceptions associated with its brand and is now being inspired by Amazon to branch out into retail, according to its CMO Kenny Jacobs.
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Ryanair is benefiting having moved away from price-focused messaging in order to more regularly communicate its in-flight improvements to aspirational customers, according to Ryanair’s CMO Kenny Jacobs.
Ryanair says it will continue to reshape its brand in 2015 with a whole range of improvements, including new uniforms and the launch of a price comparison tool, as it continues its march on the middle classes and bids to become the ‘Aldi of the air.’