Ryanair has revealed the creative for its first foray into TV adverting as part of its overhauled approach to marketing and customer service.
Developed by Dare in four weeks on a project basis, the pan-European campaign comprises three TV executions along with three press executions, outdoor and digital formats.
The agency was simply tasked with encouraging more people to consider Ryanair by highlighting the brand’s recent product and service improvements, namely the provision of allocated seating and a second free cabin bag allowance, as well as the new Ryanair website.
However, Sean Thompson, chief creative officer at Dare, explained: “Creatively it’s important that we tackle people’s negative perceptions of Ryanair head-on but do it with the right amount of charm, wit and self-deprecation.”
Each ad uses the tagline, ‘Low Fares. Made Simple’.