RyanAir Radio Campaign Ideas
Advertising Agency: Bond Mix
Media Type: Radio
Client: RyanAir LTD
Completion Date: /03/13
Media Type: Radio
Project Summary:
RyanAir is one of the
United Kingdom’s largest low cost airlines 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 a Radio Campaign as part of its overall advertising campaign
that will accompany the repositioning of the brand. The Agency must produce at
least 2 different story board ideas for the TV/Cinema campaign. The aim of the
campaign is to incorporate and inform existing and potentials clientele of the
brand reposition.
Target Audience:
RyanAir’s 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 RyanAir’s 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. RyanAir mostly appeal to the age Range of 18-44. This is a very broad
selection of people which is great in terms of expansion and ability to create
the largest Reach. The Customers are very much price orientated. The customers
are generally from the ABC1 demographics. The consumers can further be
identified through their individual habits from this demographic; 19% business,
41% Leisure and 38% personal usage.
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.
The Radio adverts will be
a way for the Brand to communicate its repositioning and shake off the bad
stigma attached to providing a low cost service. The Storyboards ideas must
portray a story that communicates with the new and existing customers of Ryan
Airs intentions to offer low cost travel, the same as before but at a higher
quality.
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.
Radio Campaign idea 1
Business travel radio advert
This radio will be
based around encouraging businesses to use Ryanair for short haul European
business trips. The advert will be concentrating on communicating the how quick
and simple it is to book and ticket and travel but also how cost effective it
is. This very specific advert will be used to increase
Main points
Connecting people/business
Encouraging consumer to look at website
Ephasing the brand name
Radio advert setting
A boss and colleague are in a busy bustling
office. An Ora of importance electrifies the office. A meeting needs to
immediately take place to secure a key deal for the business. The boss decides
that this employee needs to go by plane to meet them in time. A sense of
urgency surrounds the conversation. A comment is made to use Ryanair’s website.
Script
Voice 1 (boss): I need you this deal completed today I
need pen to paper today.
Voice 2 (collegue): how about I fly to Ireland and get
the contract signed?
Voice 1 (boss): ok, ok, how are we going to get you there
quickly and for low cost?
Voice 2 (collegue): don’t worry about that ryanair are
amazing we use them all the time. There website is quick and easy to get a
ticket, and extremely affordable.
Voice over: business
travel logistics can be hard,
it can be expensive it can be time comsuming,
but this year with ryan air it doesn’t have to be.
Ryan air aly out of all major uk airports with dozens and dozens of
European locations.
Business travel doesn’t have to be so hard.
Easy booking
Cheap flights
Choose ryanair for all your business needs
Ryanair
The low cost airline
Sound
The Noise of a bustling office surrounds the conversation, the noise of busy talk, clinking of computers and light hearted laughter.
Radio Campaign idea 2
Family radio advert
This radio advert will be used
to direct the consumer towards the website. Directing consumers to the website
is important in this radio advert as it enables another media platform to
communicate every single deal etc. that Ryanair have to offer.
Main points
Family based Mum/Dad talking
Cost incentive
Booking own flights to save money
Direct consumers to website
Radio advert setting
A mum and dad are discussing where to go on
holiday in the summer. They are a family of four and are price orientated., in
the current economic climate it is highly important that they carefully spend
money and save where possible. Not wanting to let the kids down they want to
book their own holiday with flights etc.
Script
Voice 1 (dad): we need to book a holiday we cant
let the kids down.
Voive 2 (mum): I know, its going to be hard as
its just all so expensive
Voice 1 (dad): I heard about ryanair and how good
and cheap they are, look at this, they have got some amazing deals for this
summer, see special family deals.
Voice 2 (mum): WOW, we can go anywhere in Europe
for a great price
Voice over: for low cost, high standard flights,
use ryan air, the low cost airline.
Sound
The family are sat in the front room, the kids playing and laughing in front of the tv, the noise of the TV is faint as well the noise of the kids.
Radio Campaign idea 3
Travelling radio campaign
This radio advert will be based around how Ryanair can be part of your
travelling experience. Start your journey off. The advert will be used to guide
people towards the website. Travelling is about experiencing everything the
world has to over and money is a massive issue. With RyanAirs extremely cheap
prices it can be the perfect way to travel around Europe.
Main Points
Two Friends
Want to experience the world
Deciding on where they want to go next in life
They use Ryan Air website
Cheap Prices – Budget
Radio advert setting
Two friends sat in a student room deep in conversation on how they
want to see the world, be young no ties in life. They realize the opportunity
is upon them to go travelling, with price being an issue they use the RyanAir
website to research where they can go, with the prices being so good they can’t
help but book tickets.
Script
Voice 1: I want to travel, I want to see the world
Voice 2: So do I, lets do it, lets just book a ticket
and go.
Voice 1: its never that easy
Voice 2: it is trust me, look at the RyanAirs Website,
its easy and cheap
Voice 1: to be fare that’s cracking
Voice 2: see paris £98, that’s AMAZING
Voice Over: For all your Travelling needs, RyanAir is here for you, cheap, easy and reliable.
Sounds
There in a student flat, laughter and general noise fills the room.
Radio Campaign idea 4
European travel radio advert
This radio advert will be
looking at increasing website traffic to the RyanAir website. The target
audience will be those travelling to European destinations. As this is an ever
expanding market it is important to be at the front of targeting consumers.
Main Points
Short haul travelling
Europe
Affordable and reliable
Good quality for money
Radio Advert setting
A young professional
couple, with a relatively disposable income wants to go away for a weekend
break. They are a young with no ties and tired of the depressed inner city
weather they go on the internet to research they come across the RyanAir
website they see how good it is and how affordable. They do it they book it.
Script
Voice 1:
lets go away this weekend?
Voice 2:
ok I could do with a quick break
Voice 1:
we could go to Paris, Rome, Venice anywhere in Europe?
Voive2:
yeah lets do it love, where can we book it though that’s affordable with such
quick notice?
Voice 1:
RYANAIR, It here websites so easy to use and its affordable and reliable all we
could ask for really.
Voice 2: so
you just, go on the website, choose your destination and pay?
Voice 1:
yeah literally its that simple, no strings nothing just quick easy and
affordable.
SEE, booked 2 nights in
venice
Voice over: Ryanair, The low cost airline
Sounds
there in a flat, the slight noise of one of the couple cooking dinner, pans are sizzling, a chink of plates being laid out
there in a flat, the slight noise of one of the couple cooking dinner, pans are sizzling, a chink of plates being laid out
