Ryanair signals brand U-turn with eco claims
Ryanair is planning its first "green" marketing campaign to highlight its credentials as a "low-emissions" airline.
Michael O'Leary: Ryanair chief opts to promote the brand's eco credentials
This marks a shift in strategy for the carrier, with its chief executive, Michael O'Leary, having previously labelled global warming "horseshit".
Ryanair will incorporate the activity into its winter campaigns online and in print. A spokesman said the activity is expected to run in addition to its price-led message.
O’Leary claimed on Monday that his airline is the "cleanest" and "greenest" in the world, as Ryanair reported E156.6m (£138m) in pre-tax profits for the three months to 30 June.
He described his fleet as low on CO2 and noise emissions, in comparison with the "high-fare, fuel-surcharging, flag-carrier competitors who continue to operate older, inefficient, gas-guzzling aircraft".
However, Ed Gillespie, co-founder of sustainability communications agency Futerra, said the campaign would not benefit Ryanair as a brand.
He said: "It makes its claims based on price; calling itself green is not going to change consumers’ purchasing decisions.
"Making an eco claim based on a newer fleet is not helpful if the product or service is incredibly environmentally impactful in the first place."
O'Leary on the environment
- "The best thing we can do with environmentalists is shoot them. [They] want to make air travel the preserve of the rich. They're Luddites."(2005)
- "The… airline business is… mostly run by… spineless nincompoops who don't want to stand up to the environmentalists and call them the lying wankers that they are." (2005)
This article was first published on marketingmagazine.co.uk
Latest jobs Jobs web feed
- Graphic/Web Designer fishtank 17k to 27k per year GBP, United Kingdom
- ACCOUNT DIRECTOR/SENIOR ACCOUNT DIRECTOR - BTL/SP/Brand Experience - London - £45 - £55k plus bonus Judi Patton £45K-55K plus bonus, London/Greater London
- Digital Brand Manager Nike Europe Competitive + attractive relocation package for foreign hires, Amsterdam
- Head of Media, Marketing & Communications PGA Competitive, Sutton Coldfield, West Midlands
- senior planner > SPORTS BRANDS collectivo Up to £90,000 plus benefits, London
- Senior Account Manager [Shopper Marketing] - Excellent London Agency - c£36k + Fill Recruitment Ltd c£36k + and great benefits, West London
Integrated digital marketing offers huge opportunities to engage, servic...
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...
A recent Brand Republic survey revealed that 78% of respondents felt und...