RyAir Brand Book

IT’S NO SECRET THAT TRAVELING IN EUROPE CAN BE

E X P E N S I V E A S

E X P E N S I V E * * * *!

BUT IT’S EUROPE’SBEST KEPT SECRET

THAT THEY’VE GOT

THE MOST AFFORDABLE AIRLINE IN EUROPE

RYAIR

*CRAIC [ krak ]

noun. a term for news, gossip, and entertainment particularly prominent in Ireland.

BUT, WHAT’S THE CRAIC?*

CUSTOMER SER-IDENTITY CRISIS

ADVERTISEMENT

THE OLD SCHOOLRYANAIR IS FAR FROM PERFECT. THE

REBRAND OF RYANAIR SOLVES SOME

MAJOR PROBLEMS.

CUSTOMER SER-IDENTITY CRISIS

ADVERTISEMENT

RYANAIR’S ORIGINAL IDENTITY IS UNPROFESSIONAL AND CLUTTERED.

IT DOES NOT REFLECT THE RELIABILITY OF WHAT AN AIRLINE SHOULD BE.

THE RELATIONSHIP AND COMMUNICATION BETWEEN RYANAIR

AND IT’S CUSTOMERS IS UNDEPENDABLE AND INCONSISTANT.

RYANAIR’S PUBLICITY CAMPAIGNS ARE INEFFICIENT AND

EMBARRASING FOR THE FIELD OF BUSINESS THEY ARE IN.

DAMAGE CONTROL

SOPHISTICATED

CHANGE IS IN THE AIR. AN IMPORTANT PART

OF RYANAIR’S NEW BUSINESS STRATEGY IS TO

CREATE A PERSONALITY THAT EMBODIES THEIR

VALUES AS THE MOST AFFORDABLE AIRLINE IN EUROPE.

THEY MAY BE CHEAP, BUT THEY’RE RELIABLE AND SAFE.

SOPHISTICATED

THE IDENTITYTHE IDENTITY HAS BEEN CLEANSED .

THE PERSONALITY OF THE COMPANY HAS HIGH

LEVELS OF SARCASM AND WIT INFUSED WITH THE

RELIABILITY AND SAFETY OF AN AIRLINE.

THE NAME IS SHORTENED TO RYAIR TO BE MORE

APPROACHABLE. THE COLOUR PALETTE IS

CHANGED TO BE MORE CALMING , KNOWING

TRAVEL CAN BE A STRENUOUS ACTIVITY.

THE TRAVELERS

THE ADVERTS

THE CUSTOMERS ARE THE MOST IMPORTANT

COMPONENTS TO RYAIR. THEY ARE APPRECIATED

AND RECOGNIZED AS THE SUCCESS TO THIS

COMPANY. RESPECTING OUR CUSTOMERS GAINS

US LOYALTY AND TRAVEL ALLEGIANCE.

THE ADVERTISEMENTS ARE CLEAN AND DIRECT .

THEY ARE PROFESSIONAL AND REFLECT THE

IMPORTANCE OF DESTINATIONS AND TRAVEL

RATHER THAN THE COMPANY ITSELF.

SO... WHO EXACTLY IS

LET’S SAY RYAIR IS A PERSON. WHAT ARE THEY LIKE?

I ENJOY TRAVEL AND BEING ABLE TO DO WHATEVER THE**** I WANT.

I AM RELIABLE AND TRUSTWORTHY

EVEN THOUGH I COME OFF AS PRETENTIOUS.

I WANT PEOPLE TO ACCEPT ME FOR WHO I AM.

I SAVE MONEY SO I HAVE MORE TO SPEND

ON THE FUN THINGS I WANT TO DO LATER.

I HAVE GREAT FRIENDS AND EVEN THOUGH I’M A HUGE ASS THEY STILL LOVE ME.

I AM A NO BS, NO FRILLS KIND OF GUY.

RETRO

TRADITIONAL

GLOBAL

AFFORDABLE

ORIGINAL

AVANT GARDE

CONTEMPORARY

REGIONAL

LUXURIOUS

IMITATIVE

RYAIR

RYAIR

RYAIR

RYAIR

RYAIR

RYAIR

RYAIR

RYAIR

RYAIR

MINIMAL

REALISTIC

DYNAMIC

STRONG

ORNAMENTAL

ABSTRACT

STATIC

WEAK

BUT WHAT MAKES

RY SO SPECIAL? RYAIR MAY BE THE CHEAPEST, BUT THEY AREN’T

THE ONLY RELIABLE AIRLINE IN EUROPE. WHEN

COMPARED TO OTHERS, LET’S SEE WHY THEY

COME OUT ON TOP.

EASY JET

VIRGIN AIRLINES ATLANTIC

RYAIR

BRANDMINDSPACE

ANALYZING RYAIR SO CUSTOMERS AND EMPLOYEES CAN

UNDERSTAND ALL THE DIMENSIONS OF THE COMPANY.

FUNCTIONAL

MENTAL

SOCIAL

SPIRITUAL

RYAIR’S AFFORDABLE RATES ENSURE

THAT TRAVEL THROUGHOUT EUROPE IS

ACCESSIBLE. THE DIRECT WEBSITE AND

APP ENABLES ME AN EASY WAY TO PLAN

MY EXCURSIONS WHETHER THEY BE FOR

PERSONAL OR OCCUPATIONAL PURPOSES.

RYAIR’S FIRM REGULATIONS MAKE ME FEEL

AS THOUGH THEY ARE THE MOST FAIR AND

RELIABLE AMONG THE EUROPEAN AIRLINES.

I KNOW I CAN ALWAYS RELY ON THEM AND IF

I MAKE A MISTAKE IT IS MY RESPONSIBILITY

TO TAKE ACCEPT IT AND FIX IT.

RYAIR IS A PROFESSIONAL AND THOROUGH

AIRLINE. THE SIMPLE AND STRAIGHTFORWARD

RULES AND REGULATIONS PROVIDE A STRESS

FREE EXPERIENCE. THE STAFF IS RESPECTFUL

TOWARDS ME AND THEREFORE THEY HAVE

GAINED MY CUSTOMER LOYALTY.RYAIR PROVIDES THE OPPORTUNITY TO

AN OVERSEAS TRAVELER THE CHANCE TO

EXPLORE DIFFERENT CULTURES AND

COUNTRIES. AS A RESIDENT WITHIN

EUROPE, TRAVELING FOR HOLIDAY OR

BUSINESS IS AFFORDABLE SO I CAN ENJOY

THE SPENDING OF MY MONEY ELSEWHERE.

PRODUCT BENEFIT

POSITIONING

STYLING

MISSION

VISION

VALUES

RYAIR PROVIDES AFFORDABLE AIRLINE SERVICES TO OVER 160

DESTINATIONS; BOTH OBSCURE AND OBVIOUS LOCATIONS ALL

OVER EUROPE. IT IS ASSESSABLE, SAFE, AND RELIABLE AND

PROVIDES CUSTOMERS THE CHANCE TO SAVE ON AIRFARE

RATES AND SPEND THEIR MONEY ELSEWHERE.

PROVIDE AN EASY, STRESS-FREE, AFFORDABLE

AND ACCESSABLE OPPORTUNITY TO ALL

DIFFERENT TYPES OF PEOPLE FROM PLACES

ALL OVER THE WORLD TO EXPLORE DIFFERENT

CULTURES AND COUNTRIES WITHIN EUROPE.

RYAIR PROVIDES THE LOWEST COST FLIGHTS COMPARED

TO ANY OTHER EUROPEAN AIRLINE. THEY DIFFER FROM

COMPETITORS BECAUSE THEY TAKE ON AN IRONIC SARCASTIC

PERSONALITY QUESTIONABLE IN SUCH A PROFESSIONAL

INDUSTRY. THEY BECOME MORE PERSONABLE AND

TRUSTING THIS WAY.

ACCESSABILITY. FREQUENCY. PERSONALITY.

AFFORDABILITY. DIRECT/SIMPLE. EQUALITY.

RYAIR HOPES TO CONTINUE TO BE THE LOWEST FAIR

AIRLINE IN EUROPE. THERE IS NO BS; “NO FRILLS”.

RYAIR UNDERSTANDS THAT TRAVEL CAN BE STRESS-

FUL AND EXPENSIVE AND THAT IS WHY THEY DO WHAT

THEY DO (AND WHY THEY DO IT BEST).

AFFORDABLE. CULTURED. PERSONABLE.

PROGRESSIVE. RELIABLE. SAFE. IRONIC.

EXPLORING VARIOUS COMPONENTS TO WHAT

MAKES RYAIR SUCH A SUCCESSFUL AIRLINE.

CODEBRAND

SHOW ME WHATCHA WORKIN WITH.

RYAIR IS NEW AND IMPROVED. THE IDENTITY

IS CLEANED UP. ADVERTISEMENTS ARE STRAIGHT

TO THE POINT, AND THE CUSTOMERS LOVE US.

Air

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B

053

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253

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UNIVERS JANSON

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Air

Air Air

Air Air

Air

Air

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Air

email me

call me

Dear Colum,

RyanAir is truly sorry for the anxiety, frustration and inconvenience that we caused. This is

especially saddening because RyanAir was founded on the promise of bringing reliability

back to air travel and making the experience of flying happier and easier for everyone who

chooses to fly with us. We know we failed to deliver on this promise last week.

We have begun putting a comprehensive plan in place to provide better and more timely

information to you, more tools and resources for our crewmembers and improved proce-

dures for handling operational difficulties. We have also included details of compensation.

You deserved better – a lot better – from us last week and we let you down. Nothing is

more important than regaining your trust and all of us here hope you will give us the

opportunity to once again welcome you onboard and provide you the positive RyanAir

Experience you have come to expect from us.

Sincerely,

Anthony Kelly

12 The OrchardCherryfield Avenue UpperRanelagh Dublin 6 Ireland

Air12 The OrchardCherryfield Avenue UpperRanelagh Dublin 6 Ireland

[email protected]

+353 87 982 3881

ANTHONY KELLY

Air12 The OrchardCherryfield Avenue UpperRanelagh Dublin 6 Ireland

[email protected]

+353 87 982 3881

ANTHONY KELLY

Air12 The OrchardCherryfield Avenue UpperRanelagh Dublin 6 Ireland

[email protected]

+353 87 982 3881

ANTHONY KELLY

Air12 The OrchardCherryfield Avenue UpperRanelagh Dublin 6 Ireland

[email protected]

+353 87 982 3881

ANTHONY KELLY

Air12 The OrchardCherryfield Avenue UpperRanelagh Dublin 6 Ireland

[email protected]

+353 87 982 3881

ANTHONY KELLY

Air12 The OrchardCherryfield Avenue UpperRanelagh Dublin 6 Ireland

[email protected]

+353 87 982 3881

ANTHONY KELLY

Air12 The OrchardCherryfield Avenue UpperRanelagh Dublin 6 Ireland

[email protected]

+353 87 982 3881

ANTHONY KELLY

Air12 The OrchardCherryfield Avenue UpperRanelagh Dublin 6 Ireland

[email protected]

+353 87 982 3881

ANTHONY KELLY

AirRICHARD MC INTYRE

FR 43

EU / EEAPROCEDE TO GATE

20 APR 2012

GATE CLOSES

DEPT TIME

06:20

06:50

BRUSSELS (CHARLEROI) - DUBLIN T1

DUB

T D V M N M

FR 43 20 APR 2012

RICHARD MC INTYREDEPT TIME 06:50

T D V M N M

IRELAND 0 checked bag

1 CABIN BAG ONLY 55 X 40 X 20 (MAX 10KG)

MUST HAVE VALID PHOTO ID.

BAG DROP CLOSES 40 MINUTES

BEFORE DEPTARTURE TIME.

EU REG 261-ARTICLE 14. IF DENIED

BOARDING ASK FOR RYANAIR HELP DESK.

£ /€ 50 FEE FOR OVERSIZED /

EXTRA WEIGHT CABBIN BAGGAGE.

DRIVERS LICENCES ARE NOT

ACCEPTED.

VIEW ONLINE RIGHTS

REGARDING COMPENSATION.

SALLY CARMICHAEL

FR 484110 MAY 2012

GATE CLOSES

DEPT TIME

21:55

22:25

FRANKFURT HAHN - MANCHESTER T3

MAN

Z Y R C N I

FR 4841 10 MAY 2012

NANCY PAPPASDEPT TIME 22:25

Z Y R C N I

UNITED STATES OF AMERICA1 checked bag

Air ALL NON EU / EEA PASSENGERS MUST GO TO

THE BAG DROP / VISA CHECK DESK BEFORE GOING

THROUGH SECURITY TO HAVE THEIR TRAVEL

DOCUMENT CHECKED AND BOARDING PASS

STAMPED OR TRAVEL WILL BE REFUSED.

1 CABIN BAG ONLY 55 X 40 X 20 (MAX 10KG)

MUST HAVE VALID PHOTO ID.

BAG DROP CLOSES 40 MINUTES

BEFORE DEPTARTURE TIME.

EU REG 261-ARTICLE 14. IF DENIED

BOARDING ASK FOR RYANAIR HELP DESK.

£ /€ 50 FEE FOR OVERSIZED /

EXTRA WEIGHT CABBIN BAGGAGE.

DRIVERS LICENCES ARE NOT

ACCEPTED.

VIEW ONLINE RIGHTS

REGARDING COMPENSATION.

EMERGENCY EXITS

OXYGEN 02 SEATBELTS

300/500 SERIES 50 LBS WINDOW

INFLATE LIFE VEST AFTER EXITING AIRCRAFT

KEEP SEATBELTS FASTENED DURING TAXI, TAKEOFF, LANDING, AND WHILE FASTEN SEATBELT SIGNIS ON.

PORTABLE ELECTRONIC DEVICESMAY BE OPERATED AT ALL TIMES:- HEARING AIDS- PACEMAKERS- ELECTRONIC WATCHES

1998, 2009 RyanAir Inc.All rights reserved.Final assembly of this aircraft was completed in Ireland.

FOR YOUR SAFETY, FOLLOW INSTRUCTIONS GIVEN

BY CREW AND STUDY INFORMATION ON THIS CARD

LEARN THE LOCATION OF ALL EXITS ON THIS AIRCRAFT

COMPLY WITH ALL SIGNS AND PLACARDS

KEEP YOUR SEATBELT FASTENED WHILE SEATED

NO SMOKING AT ANY TIME ON AIRCRAFT

IF - 552 - REVISED 09 / 12

from

send to

from

Air12 The OrchardCherryfield Avenue UpperRanelagh Dublin 6 Ireland

from

send to

from

Air12 The OrchardCherryfield Avenue UpperRanelagh Dublin 6 Ireland

NAME

Patrick_DOBSON

DEPARTMENT

Cabin Crew PILOT RyAir Inc.

039472 _ 3001

039472 _ 3001 8 2 8 3 1 9 2 8

ID NO.

02 / 10 / 12

01 / 10 / 15

ISSUE DATE

VALID UNTIL

024716 _ 3001 8 2 8 3 1 9 2 8

NAME

JAKE_BURSTEIN

DEPARTMENT

Cabin Crew ATTENDANT RyAir Inc.

024716 _ 3001

ID NO.

02 / 10 / 12

01 / 10 / 15

ISSUE DATE

VALID UNTIL

NAME

Alyssa_BASTIEN

DEPARTMENT

Cabin Crew CO - PILOT RyAir Inc.

082612 _ 3001

ID NO.

02 / 10 / 12

01 / 10 / 15

ISSUE DATE

VALID UNTIL

082612 _ 3001 8 2 8 3 1 9 2 8

NAME

Patrick_DOBSON

DEPARTMENT

Cabin Crew PILOT RyAir Inc.

039472 _ 3001

039472 _ 3001 8 2 8 3 1 9 2 8

ID NO.

02 / 10 / 12

01 / 10 / 15

ISSUE DATE

VALID UNTIL

024716 _ 3001 8 2 8 3 1 9 2 8

NAME

JAKE_BURSTEIN

DEPARTMENT

Cabin Crew ATTENDANT RyAir Inc.

024716 _ 3001

ID NO.

02 / 10 / 12

01 / 10 / 15

ISSUE DATE

VALID UNTIL

NAME

Alyssa_BASTIEN

DEPARTMENT

Cabin Crew CO - PILOT RyAir Inc.

082612 _ 3001

ID NO.

02 / 10 / 12

01 / 10 / 15

ISSUE DATE

VALID UNTIL

082612 _ 3001 8 2 8 3 1 9 2 8

Air

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