O'Leary's charm offensive: Ryanair recruits marketing director to help soften its image
https://jattravel.blogspot.com/2013/10/olearys-charm-offensive-ryanair.html
It is an airline famous for its
unapologetic focus on profits and unforgiving attitude towards customer
service, but it seems that Ryanair has, somewhat surprisingly, decided
to take a different tack with its image.
The low-cost carrier is advertising for a marketing director, reportedly to help soften its image.
The successful candidate will become the Ryanair spokesman across all markets, delivering the airline's message on "safety, customer service and low fares".
The job advertisement comes
after Ryanair was voted worst airline for customer service by Which?
magazine and CEO Michael O'Leary was criticised by shareholders.
At the company's annual general meeting this month, O'Leary told shareholders that he took responsibility if the airline had a "macho" image and admitted that the company should eliminate things that "unnecessarily p*ss people off."
The marketing director role is a complete u-turn for an airline famous for its "all publicity is good publicity" attitude.
O'Leary has previously claimed that he is the company's marketing director and is famous for creating and encouraging negative news articles in the belief that even bad stories translate into more bookings.
Ryanair is famous for its policy of charging for extras, adding huge financial penalties for customers who check in bags and arrive at the airport having forgotten to print off boarding passes.
O'Leary was always unapologetic when stories emerged of passengers facing huge bills and had suggested that the airline could consider new charges, including one for the on-board toilets and another 'fat tax' for overweight passengers.
As part of the new direction the airline is taking, Ryanair is revamping its website so that consumer and the media can better access information.
It has also set up a Twitter account @Ryanair celebrating its record for prompt flights and even hitting back at Which? for its customer service survey.
The tweet from @Ryanair reads: "Just two #Ryanair passengers out of 3m surveyed have ever heard of Which? magazine... but neither of them have read it".
The airline has also asked customers to tweet the reasons why they love Ryanair.
However, disgruntled customers have used the Twitter account to voice complaints about flights and customer service.
The low-cost carrier is advertising for a marketing director, reportedly to help soften its image.
The successful candidate will become the Ryanair spokesman across all markets, delivering the airline's message on "safety, customer service and low fares".
Jack of all trades: Ryanair CEO Michael O'Leary has previously declared he was the airline's marketing director
At the company's annual general meeting this month, O'Leary told shareholders that he took responsibility if the airline had a "macho" image and admitted that the company should eliminate things that "unnecessarily p*ss people off."
The marketing director role is a complete u-turn for an airline famous for its "all publicity is good publicity" attitude.
O'Leary has previously claimed that he is the company's marketing director and is famous for creating and encouraging negative news articles in the belief that even bad stories translate into more bookings.
Ryanair is famous for its policy of charging for extras, adding huge financial penalties for customers who check in bags and arrive at the airport having forgotten to print off boarding passes.
Time for change: Ryanair has faced criticism for its customer service record
O'Leary was always unapologetic when stories emerged of passengers facing huge bills and had suggested that the airline could consider new charges, including one for the on-board toilets and another 'fat tax' for overweight passengers.
As part of the new direction the airline is taking, Ryanair is revamping its website so that consumer and the media can better access information.
It has also set up a Twitter account @Ryanair celebrating its record for prompt flights and even hitting back at Which? for its customer service survey.
The tweet from @Ryanair reads: "Just two #Ryanair passengers out of 3m surveyed have ever heard of Which? magazine... but neither of them have read it".
The airline has also asked customers to tweet the reasons why they love Ryanair.
However, disgruntled customers have used the Twitter account to voice complaints about flights and customer service.
