CREATIVE BRIEF
Company: RyanAir LTD
Date: 22/02/13
Logo:
Project Summary:
RyanAir is one of the United Kingdom’s largest low cost airline that specialises in short haul flights. RyanAir has seen in recent years its business rapidly grow. It has capatalised on the economic decline as it offers affordable travel even in the current economic climate. RyanAir is looking to reposition itself within the low cost travel market, from a low cost airline to a low cost high quality brand that is to be recognized as the clear market leader. RyanAir is looking to incorporate Print media as part of its advertising campaign that will accompany the repositioning of the brand. The purpose of the print media is to inform not only existing customers but also attract potentially new forms of cliental.
Target Audience:
RyanAirs current target market presides within the ABC1 demographic. This demographic has more of a disposable income and can afford to travel short haul. Because RyanAir concentrates most of its business activities within Europe a lot of customers are professionals travelling for the purpose of business. Due to RyanAirs low cost strategy it does appeal to the lower end of the demographic, low income households etc, as well as people traveling on a budget for example back packers. The adverts would be aimed mainly at the male gender as they are the larger market when bokking flights.
Single-Minded Message
"Low Cost High Quality"
This singled minded message it to be used as a continual theme that the adverts portray. Ryan Air is famous for providing cheap flights to hundreds of destinations. As this is a USP of RyanAir we do not want to change this, however when people think 'cheap' they think low quality, the adverts are to reiterate the fact that RyanAir provides low cost flights but at the same if not better quality than that of other airlines.
Communication Strategy:
The Print media adverts will be a form of advertising that will be used to inform new and existing customers of Ryan Airs intentions to offer low cost travel, the same as before but at a higher quality.
Competitive Positioning:
RyanAir operates in a very tight market, with lots of different competitors offering low cost air travel. Although the market they operate in is very condense they are continuing to expand as a company. Other competitors are offering similar prices but do not target individuals within the market. Other competitors are just focusing on price rather than a pleasant travel experience. RyanAir have come under criticism for their role in cutting costs and need to combat the bad press they receive. All though they should not take away from their low cost strategy they need to focus on advertising their good parts.
Design 1
This creative idea is based on
concentrating on the business travel. It uses a water mark underneath the very
bold text. The purpose of the water mark was to create a picture but for the
text to be the center focus of the advert. This form of advertising is very
straight to the point.
Design 2
Through RyanAirs target audience a
trend of back packers using RyanAir. This is based on cost and availability of
flights. The advert concentrates on creating memories and experiences. The
images are based on the experiences they are going to have and the memories
they will take.
Design 3
This advert is targeting the rapid
expansion of RyanAir and their European flights. Using recognisable city’s
consumers will be able to understand the relevance. As a continual theme this
advert also mentions great prices and comfort which is one of the main points
of the brief.
Design 4
This advert concentrates on holidays
within the summer. Everyone has different tastes and uses their summer holiday
for different things. I feel that this image incorporates different themes of people’s
holiday. This image also caters for people who will travel by themselves.
