Flybe targets rail and road competitors in new strategy | News | Marketing Week

Mon, 31 Mar 2014 | By Branwell Johnson

Regional airline Flybe is implementing a brand and marketing strategy overhaul across all customer touchpoints.

It is unveiling a multimillion pound marketing campaign focusing

Flybe G-FBEM

Flybe G-FBEM (Photo credit: Flicktone)

on “time-saving travel”, including television spots, alongside a website overhaul and the introduction of purple as a colour it can “own”. The colour will be introduced across the airline’s collateral, such as uniforms.

Chief commercial officer Paul Simmons says that the company has revisited its heritage to find the “product truth” that will give Flybe a strong positioning, personality and way to engage with fliers.

“It is necessary because very few people know what we do. Now we have a very focused proposition. We were a brand most people had heard of but nobody knows what we stand for.”

He says that as Flybe has no airline competitors on 80 per cent of its routes the marketing will target road and rail users and champion the airline’s speed to destination.

A new strapline “From A to Flybe” is being rolled out with creative executions that show how speedily Flybe can transport you to a destination. There are three TV spots with calls to action for business and leisure travellers and they will be supported by other channels, including social media. The campaign has been devised by The Corner.

The branding refresh and communications are underpinned with a ‘60:60 Guarantee’ product that will give passengers a £60 credit towards their next flight booked within 60 days if, through the fault of the airline, their flight arrives more than 60 minutes late.

Simmons says: “No-one else can do this – not BA, Ryanair or easyJet – because their on-time performance is not good enough”.

via Flybe targets rail and road competitors in new strategy | News | Marketing Week.

Enhanced by Zemanta

Ryanair squares up to BA in marketing offensive | News | Marketing Week

Wed, 26 Mar 2014 | By Sarah Vizard

Ryanair is taking aim at rivals such as BA and Lufthansa in a marketing offensive that recently appointed chief marketing officer Kenny Jacobs hopes will make the brand as “liked as it is useful”.

Ryanair to ramp up above the line marketing in a bid to make the brand ‘as liked as it is useful’.

A Ryanair Boeing 737-800, named Nyköping, take...

A Ryanair Boeing 737-800 (Photo credit: Wikipedia)

Speaking at an event in London today (26 March) to unveil the “new” Ryanair, he said the airline is adopting a plan – dubbed “Always Getting Better” – that will expand the brand’s message beyond pricing to talk about service and experience.

In response to a question from Marketing Week, he said Ryanair will use the full breadth of modern marketing – including digital, data and CRM and an above the line campaign set to launch on 10 April – as it aims to keep its position as the number one airline in Europe.

Ryanair is aiming to grow from the more than 81 million passengers it will carry this year to 120 million and it is hoping to take on BA and Lufthansa by going after business passengers, more frequent flyers and winter travellers.

The marketing campaign, which will see Ryanair hit UK TV screens for the first time, focuses on three of the big changes Ryanair has made in recent months: its new website, a move to allocated seating and allowing a second carry-on cabin bag. Created by agency Dare, the campaign will be “functional” but is aimed at injecting some personality and tone into the Ryanair brand.

Speaking about plans to improve marketing, Jacobs says the changes will include “owned, earned and paid media working together to develop one Ryanair brand across Europe, more consistent branding and brand and trade advertising working together”.

He added: “We are a challenger brand, we will always be a challenger brand, but going forward we’ll have a broader and more flexible brand conversation.

“Lowest fares will always be the centre of gravity at Ryanair…we’re famous for price, we’ll always talk about the best fares we have, but we want to develop a Ryanair brand.”

Chief executive Michael O’Leary has previously been critical of marketing, but he told Marketing Week that as with his stance on online flight search and travel agent distribution, he has changed his mind.

“Having previously said we will never go on TV or use ad agencies, we’ve changed. And the changes are real and in some cases very expensive” he added.

The changes also extend into digital, with O’Leary saying Ryanair now plans to be a digital leader. It updated its website last year to take the number of steps needed to make a booking down from 17 to 5 but even now he says the website “makes you want to lose the will to live”.

A new site is set to launch next month that will be more intuitive and offer a “joined up” experience, as well as a mobile app available in June that will let customers use a QR code to book in and board a flight.

Ryanair also plans further updates to make the digital experience more personal, including travel guides that could use user generated content and targeted communications based on customers’ travel history. The firm says 1.25 million people have already signed up to its MyRyanair registration scheme and it will use the programme to offer deals and rewards to its best customers, although there are no plans for a points-based loyalty scheme.

“MyRyanair is a fantastic keystone for data and personalisation. We can combine the website, app and CRM to allow people to get the best fares. I am a big believer in loyalty but the best way to have loyalty is to have a great product. I am a big believer in having a tribe of customers who really believe in Ryanair and know what we do and get the best fares and incentivising those customers,” said Jacobs.

via Ryanair squares up to BA in marketing offensive | News | Marketing Week.

Enhanced by Zemanta

Ryanair Partners With Travelport

A Ryanair Boeing 737-800, named Nyköping, take...

A Ryanair Boeing 737-800, named Nyköping, takes off from London Luton Airport, England. (2007) (Photo credit: Wikipedia)

Ryanair, Europe’s favourite low fares airline, today (11 Mar) announced a new partnership with Travelport, a leading distribution services and e-commerce provider for the global travel industry, allowing Travelport-connected agents worldwide access to Ryanair’s low fares and comprehensive route network.

The combination of Ryanair’s low fares, extensive route network at primary and secondary airports, and No 1 or No 2 market share in most of Europe’s major travel markets, will enable Ryanair and Travelport to deliver a significant business travel platform, and allow Europe’s largest businesses to save both time and money by flying Ryanair. This significant partnership follows recent technology developments from Travelport making it the ideal partner for Ryanair to target the travel industry channel.

Ryanair continues to improve both its customer experience and offering and this partnership with Travelport, and the launch of a dedicated Ryanair group travel service, are the latest in a programme of developments, with a new business product set to be unveiled in the summer, along with a fully revamped Ryanair website, a brand new app and mobile boarding passes.

In London, Ryanair’s Chief Marketing Officer, Kenny Jacobs said:

“This partnership with Travelport is a significant development for Ryanair and for businesses across Europe and beyond as we continue to evolve our business offering. As Europe’s largest airline, we’ll carry over 81.5m customers this year on the largest route network, connecting 186 airports in 30 countries.

More than 22% of these customers already choose Ryanair for business travel and we expect that percentage to grow as this partnership allows corporate travel departments and businesses even greater access to Ryanair’s low fares and routes, ensuring they save millions of euro in travel expenses every year.”

Travelport’s Executive Vice President & Chief Commercial Officer, Kurt Ekert said:

“We’re excited that Europe’s largest low fares airline has selected Travelport as its partner and is fully embracing what we can uniquely offer through our industry-leading airline distribution technology. We look forward to working together to help Ryanair achieve its business ambitions and extend its extensive choice of low fares to travel agency customers worldwide.”

via Ryanair Partners With Travelport.

Enhanced by Zemanta