Ryanair boss O'Leary hits back at ASA 'idiots'
Ryanair chief executive Michael O'Leary has said he will not stop using images of women from the airline's infamous charity calendar in marketing activity, despite the latest ad ban by the ASA.
Ryanair's annual charity calendar, which features images of the airline's female cabin crew in their underwear or swimwear, will be rolled out again in 2013.
And when asked by Marketing at a press conference yesterday if he will continue to run advertising using the calendar girls he said "absolutely".
O'Leary said: "We will be running ads next year featuring exclusive snaps from the 2013 charity calendar. We will run them in newspapers and newspapers will be happy to take them.
"I don't know how else we can sell a charity calendar unless we advertise a photograph of what's in the charity calendar."
O'Leary thanked the Advertising Standards Authority (ASA) for its ruling against two press ads for the airline's low fares, which featured images of women in their underwear taken directly from the calendar.
He claimed that the ruling "serves to confirm yet again what a bunch of complete idiots the ASA are".
The ads received 17 complaints and were banned by the watchdog, calling them "likely to cause widespread offence". The calendar itself received more than 8,000 complaints when it was first published.
O'Leary countered that the airline sent the ASA copies of women's magazines Cosmopolitan, Marie Claire and Vogue, claiming that the publications showed images of girls "in their knickers" advertising perfume, with similar images to advertise pots and pans.
He said: "[The ASA] have done more to generate pre-publicity for our 2013 calendar than even photographs of me stripping off into my swimwear, and we look forward to rolling out the 2013 calendar sometime around the end of October this year."
Video produced by Sarah Johnson
Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- PR Account Manager fishtank 24k to 33k per year GBP, Surrey
- Brand Manager Radisson Blu Edwardian, London Competitive , South Kensington, London
- Junior Account Manager fishtank 22k to 28k per year GBP, Buckinghamshire
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- Graphic/Web Designer fishtank 27k to 35k per year GBP, United Kingdom
Integrated digital marketing offers huge opportunities to engage, servic...
Mobile marketing is coming of age, and the pace of change is now exponen...
With UK consumers spending an average of £1,083 a year online, int...
Conversational Mobile Marketing: Engage Customers and Empower Advocates (Expert Reports) External website
The pressure is on for marketers and mobile operators to embrace a strat...
As a nation, the UK is media and technology obsessed with over half of t...
All customers have the potential to become your brand advocates, driving...