Ryanair’s pan-European creative brief goes to Dare
Ryanair’s hotly contested pan-European creative brief has been won by Dare following a competitive pitch earlier this year.
The value of the pan-European account was undisclosed, but in the UK alone its media billings for 2014 sat at £6.8m.
The agency has worked with the low-cost airline on a project basis since it commenced with its ‘Always Getting Better’ strategy in early 2014.
Alongside new chief marketing officer Kenny Jacobs, Dare rolled out the brand’s first TV campaign in 25 years under the 'Low Fares. Made Simple.' strapline as well as a number of campaigns for new services such as Business Class and Family Extra.
Its new tact has resonated with consumers. According to YouGov, Ryanair is among the most improved brands of 2014 in terms of consumer perception. It has seen passenger numbers soar 14 per cent in 2014 and now forecasts profits will grow by 60 per cent to €840m for the year.
Jacobs attributed the sterling year directly to the marketing offensive.
"We’ve got a lot of exciting innovation to communicate in the next two years always underpinned by the lowest fares in Europe. Dare helped us to have a good year in 2014 and we’re excited to be working with them as we look to build on that growth," he said.
Dare’s executive partner Toby Horry said the potential for the airline in a challenging market is "huge".
He added: "Ryanair is an incredible company which has prospered at a time when many other airlines have been struggling. There’s no other airline in the world that has such potential so we’re delighted to be working with them."
Mediacom continues to handle Ryanair's media planning and buying.