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.

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 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.

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. 

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