Posterous theme by Cory Watilo

Alternative Advertising

 

Company Name: Ryanair
Project: Ryanair repositioning Campaign 

Brand Background: Ryanair is an Irish company set up in 1985 as a low cost airline. Over the last few years the competency has increased as more business saw the low cost air travel as a good business opportunity. More competition did not effect Ryanair however as they are still a growing company, however they moved from an economic service to a value for money service.

 

Objective of the campaign: The campaign is aimed to represent a few things about Ryanair. First of all it tries to communicate the message that it is easy to book a flight with Ryanair, no hassle just a few minuets and done. Second off all it shows that traveling with Ryanair is easy; it doesn’t take up your whole day, you can just go somewhere for just a few days or even just for part of a day. And lastly is shows that Ryanair is low cost airline; you don’t need to save up for months before being able to afford a flight. This all ads up to Ryanair being an efficient airline. 

 

Target audience? Even though Ryanair is a low cost airline, it is still very attractive for business people, as they really strive to arrive everywhere on time; this is a big priority for business travel. Ryanair has high charges for checked baggage, and therefor people who go on long holidays don’t always see Ryanair as a cheaper option. However for short trips and that includes business trips Ryanair is very efficient. The custom of this is between the age of 18-44 and those from economic background of C2D.   

 

Campaign requirements: Ryanair want the campaign to show how easy and efficient they are. They want the viewers to realize that flying is not a luxury anymore; you don’t need to plan it way in advance, but you can just hop on a plane whenever you feel the need to go somewhere.  They also want to communicate that flying with Ryanair is not just for business occasions or holidays but can be for various occasions.  

 

Alternative advertising ideas

The first idea for alternative advertising for Ryanair would be somewhere that would attract the target audience. A gym in a city would be the location for the first idea, where the shower cabins are transferred into what looks like the outside of a Ryanair plane.  Once inside the shower cabin it will look like you are inside a plane; with windows on the sides displaying a picture of a city centre. Each shower cabin would have a different city. The city would be explained when turning the shower on; an air hostess voice will be heard informing the consumer in a way as would be done on a real flight, where you would be going and how nice it is that you are traveling with Ryanair today.
The aim of this advert is to give consumers the feeling they are actually traveling of to somewhere nice for a few days. A city gym is a good place to target the target audience. By informing the consumer whilst showering they can not get away from the information, as its a unique way to shower the chances are big that they will talk about it with peers and this will create advertising for Ryanair also. However for this to be effective it would have to be a rather big gym, or it would have to produce the same idea through out various gyms to increase the reach of the potential customers. 

 

 

The second way of alternative advertising would directly reach a far bigger audience, however not directly the target audience. A chosen train station would produce Ryanair boarding tickets instead of the usual train tickets. The reason a train station was chosen for this idea, is because many people who travel to work will use the train and this would be the target audience as well as the traveller having to hold on to their ticket throughout their journey and therefore the chances that they will study the information on the boarding pass more closely then they would in other situations. The feel of a boarding pass will automatically bring up the urge for people to want to get on a plane, and the boarding pass will contain information about the fares and options that Ryanair offers.

 

 

 

For the third idea a festival bus was chosen. This due to the fact that the target audience would definitely be on the coach, and as Ryanair is a low budget airline is does not focus on luxury; the chances of festival clients not finding this necessary, however they do enjoy traveling. In this particular situation, an Ryanair air hostess would walk through the coach with a Ryanair trolly handing out flight packages containing items that are known to be used on planes but would also be useful at a festival such as; eye-mask, travel pillow, toothpaste and toothbrush, socks and earplugs. By handing out free items Ryanair would automatically create a positive atmosphere, as consumers would be happy to receive useful items. By advertising on items that will be reused Ryanair will promote for a longer period. And by using an air hostess to hand out the packages the recreation of an flight will increased.

 

 


Ryanair can make it happen.

Ryanair Advertising Brief

  • Company Name:  Ryanair
  • Project: Awareness Campaign
  • Brand Background: Ryanair is an Irish company set up in 1985 as a low cost airline. Over the last few years the competency has increased as more business saw the low cost air travel as a good business opportunity. More competition did not effect Ryanair however as they are still a growing company, however they moved from an economic service to a value for money service.

 

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