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Ryanair unveils first TV ads in 25 years as new campaign rolls out across Europe


By Jennifer Faull, Deputy Editor

April 10, 2014 | 2 min read

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’.

“We have made significant improvements to our customer service and this campaign is designed to increase awareness of the new improved Ryanair,” added chief marketing officer, Kenny Jacobs. “It was a pleasure working on this project with Dare as the lead creative agency, TAG in support, and Mediacom.”The advertising breaks in the UK, Ireland, Italy and Spain today, 10 April. Ryanair is currently hunting for a creative, digital, media and CRM agency as it looks to build on this initial campaign over the next year.

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