Ryanair’s ‘nice-guy’ act continues to woo holidaymakers as passengers climb to almost 100m
Ryanair is continuing to benefit from its revamped positioning after posting a 17 per cent growth in annual customers to 99.9 million, showing its investment in consumer-focussed marketing is certainly paying off.
Ryanair’s current ‘nice guy’ positioning was implemented by the company’s first chief marketing officer Kenny Jacobs at the start of 2014 in an effort to reset consumer perceptions and move it away from being the hostile brand people “loved to hate”.
It scrapped the previous strapline ‘For better or worse’ and introduced the ‘Always Getting Better’ programme, overhauled its website and hired its first advertising agency, Dare, before Read full story ›
Source: The Drum
