Ryanair takes charm offensive to TV with first UK ads

Ryanair is launching its first UK TV advertising campaign to communicate its recent customer service changes to consumers.

Video: The first of Ryanair’s TV ads, promoting its recently relaunched website

The ads, which will run in the UK, Ireland, Spain and Italy from today (10 April), promote three of the changes: allocated seating, a second free cabin bag (see video below) and the new Ryanair website (see above), which launched on 3 April. The campaign, created by Dare, has a narrator imagining the old Ryanair, while the customer experiences the new Ryanair.

The ads underpin Ryanair’s new tagline “Low Fares. Made Simple” as it aims to get the message across that it now offers both low prices and improved customer service. The TV campaign will be supported by press, outdoor and digital activity.

Kenny Jacobs, Ryanair’s chief marketing officer, recently told Marketing Week: “We are a pretty functional and straightforward brand, so the style of the advertising is functional and straightforward. We are a challenger brand and you can see we’re not afraid to take the piss out of ourselves; the advertising plays to that.”

The campaign is the first big marketing push by Ryanair this year, although it is planning further campaigns having tripled its marketing budget this year. It is looking to appoint a full-time lead creative agency, as well as a media agency, a digital agency and a CRM agency.

Video: Ryanair’s TV ad to promote the second carry-on cabin bag

Read our recent interview with Ryanair’s first CMO Kenny Jacobs