Ryanair rolls out digital marketing campaign

22nd Sep 2013
Ryanair rolls out digital marketing campaign

Low-cost carrier Ryanair has unveiled a new website and digital marketing strategy which includes the use of social media for the first time.

As part of these latest developments, the @Ryanair Twitter page has been unveiled and a mobile app will be downloadable for free from Tuesday October 1st.

Ryanair chief executive Michael O’Leary explained: “Our primary focus this winter will be to significantly invest in, and improve, the Ryanair.com website, our mobile platform and our interaction with passengers using social media.

“We are pleased to remove Recaptcha from November for individual passengers, although the security feature will remain in place for high volume or multiple IP addresses in order to deter larger travel agents, screenscrapers and others who flood our website seeking fare quotes, and diminish our website’s accessibility for individual passengers.

“This winter will also see a rolling programme of development to improve the Ryanair.com website, make it easier for passengers to navigate, quicker for them to locate our all-inclusive price quotes, identify availability of our lower fare promotions and book Ryanair’s great fares for themselves and their families.

“These improvements will be accompanied by a new digital marketing strategy which will see Ryanair switch a significant proportion of its marketing budget from old to new media, with a particular focus on mobile and social media platforms,” O’Leary added.

O’Leary also promised to end the “abrupt culture” at the Irish low-cost carrier, after Ryanair came bottom of a Which? survey of the top 100 British brands.

“We should try to eliminate things that unnecessarily” annoy customers, O’Leary explained.

The chief executive cited regular complaints from customers about being fined for hand luggage that exceeds size limits by a fraction or failing to print boarding passes.


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