Ryanair is well known for its funny and unconventional marketing. The airline’s online success has prompted broad coverage like this BBC article, ‘Ryanair: How a budget airline took off on TikTok’ or a place in Forbes’s ’19 Unconventional Branded Social Media Accounts That Inspire Marketers.’
But why is brand building arguably more important than ever and what are some key lessons the carrier has learnt along the way? At World Aviation Festival, Dara Brady, Chief Marketing Officer at Ryanair shared his thoughts.
Speaking on the carrier’s unique brand, Brady explained:
“We have a brand that is the least corporate brand that you’re probably ever going to meet. We have a CEO that’s been making headlines for the last 35 years, and I think our brand is a reflection of that. It extends itself now into not just our PR and communications but into the likes of our social media channels. It’s very much picking up on the same type of brand identity that we’ve had over a 30 to 35-year basis.”
The airline’s CMO also shared insight into the transformative effect of artificial intelligence at the carrier and the reason behind their string of recent partnerships with Online Travel Agencies (OTAs).
Watch the full interview below to learn the airline’s “very simple strategy” behind it’s world famous marketing success.
Questions asked include:
- How are we seeing innovative technologies change the future of marketing? And how are you responding to these proactively to remain competitive?
- Why is brand building arguably more important than ever and what are some key lessons you have learnt along the way?
- How will your recent string of partnerships with OTAs impact customers and what was the catalyst here?
For more from onsite at World Aviation Festival 2024 see:
- Riyadh Air: Delivering a modern retailing experience
- How SAS became Europe’s most punctual airline
- Five trends shaping retailing for the next five years
