ryanair: digital and traditional marketing integration

© Ryanair 2014

Galway – 30 Sep 2014

Peter Bellew

© Ryanair 2014

Europe’s Favour i te A i r l ine

Europe’s Lowest Fares/Lowest Unit Costs

Europe’s No 1, Traffic – 86m (No 1 or 2 in most markets)

Europe’s No 1, Coverage – 69 Bases

Europe’s No 1, C’mer Service – Low Fares/On-time/Bags/Canx

– Always Getting Better/Digital rollout

Fwd bookings & Ld factors rising since Sept 13

Aircraft orders (180 NG’s & up to 200 MAX’s) deliver 150mpa by FY24

Unblemished 30 year Safety Record

World’s highest rated airline, BBB+, S&P and Fitch

© Ryanair 2014

No 1 For Coverage

69 bases

186 airports

30 countries

1,600+ routes

86m c’mers p.a.

304 a/c – all 737-800’s

Newest fleet (< 5 Yrs)

180 Boeing NG order

New 200 Boeing MAX order

© Ryanair 2014 4

Strong Market Posit ion

UK (115)Germany (112)Spain (103)Italy (84)France (73)Portugal (20)Belgium (17)Ireland (16)Poland (14)Morocco (11)

13%

4%

18%

21%

6%

13%

21%

40%

27%

13%

RYA Share

Source: 2013 Dep. Seats per Capstats & Diio Mii. Mkt positions adj. for 2014 schedules.

Country (Cap m’s) No. 1 No. 2

Vueling

easyJet

easyJet

Jetairfly

AF-KLM

Wizz

easyJet

No. 3

IAG

Air Berlin

IAG

Alitalia

easyJet

TAP

SN Brussels

Aer Lingus

LOT

easyjet

Luft

AF- KLM

RAM

© Ryanair 2014

Nov 13 Dec 14

BusinessPlus

Exte

nded

Pr

oduc

t Winter 14 & new bases

Summer 15 & new routes

Sep 14

Campaign #1

Airport Rebrand

Campaign #2 B

etter

Bran

d

Quiet Flights

2nd Free Bag

Fees Cut

Allocated seatsBe

tter

Serv

ice PED

use

Groups GDS 1 GDS 2 CorporateNew

Dist

ributi

on

GoogleFlight

Website V1

My Ryanair

Website V2

App V1Be

tter

Digi

tal

AppV2

A lways Gett ing Better

© Ryanair 2014

Customer Experience Improving

6

RECAPTCHA scrapped

24hr grace period

Quiet flights (early AM, late PM)

2nd free small carry on bag

B’rding card reissue & bag fees cut

New Groups & Corp. Travel Dept.

Allocated seating

New PayPal partnership

© Ryanair 2014

Simpler website (17 to 5 clicks)

“My Ryanair”, c’mer registration

“Fare Finder”, great response

GDS (Galileo/Worldspan) for business agents

New mobile app for smart phones

New Business Plus

Continuous IT & digital improvement underway

Digital Experience Improving

© Ryanair 2014

Communications – Old Fashioned Works

Integrated, owned media, digital, paid digital/print, email

© Ryanair 2014

Communications – Old Fashioned Works

Nothing drives visits like editorial, TV or Radio

Nothing attracts finance like traditional media

1000’s of print and TV outlets

Very few journalists

A hunger for simple stories with hooks

Invest in a good Mic, good webcam, good about us page

© Ryanair 2014

Communications strategy

Clarity

Same message for all groups

Reinforce the indicators of success– Cost control– Load factor– Punctuality– Share price– Growth story– ABSOLUTE IMPORTANCE OF INDIVIDUAL CONTRIBUTION

© Ryanair 2014

Low cost, more efficient, bigger aircraft

High people productivity through incentives

Lower maintenance costs on new aircraft

Higher utilisation / lower costs at secondary airports

More flights per day per aircraft

Internet sales of 99% = lowest S&M costs

Profitable ancillary sales reduces costs

Lower costs = lower fares = higher growth & profits

The “Ryanair Formula” – Lower fares, lower costs

© Ryanair 2014

Cost Reduction

The only competitive advantage is to be the lowest cost operator

Champion cost control Celebrate cost reduction Every cost item is examined

– Highlighters– Ice– Stationery– Distribution / Internet– Travel

© Ryanair 2014

Simplify

The process

The way we manage

The way we communicate

© Ryanair 2014

Appendices

28 July 2014

Questions?