Ryanair has a new public face to coincide with its advertising on television and encourage user-generated content for the first time. Newly appointed CMO Kenny Jacobs says the brand will focus on a
better customer service experience to improve brand perception. The airline will improve CRM through a better use of data and will communicate the fact that it has changed through its first television
campaign. The three ads will concentrate on highlighting how the brand has changed to embrace a second carry-on bag, allocated seating, and from next month, a Web site you would actually want to use
(including user-generated city reviews from June onwards). The campaign was created by Dare with Mediacom handling the media. However, this summer the airline will seek to appoint full-time
creative, media, digital and CRM agencies.
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