RyAir Brand Book by Nancy Pappas

IT’S NO SECRET THAT TRAVELING IN EUROPE CAN BE

E P EX AS

E V I NS

! ****

BUT IT’S EUROPE’S BEST KEPT SECRET THAT THEY’VE GOT

RYAIR

THE M O ST AFFO RDABLE AI RLI NE I N E U R O P E

*CRAIC [ krak ] noun. a term for news, gossip, and entertainment particularly prominent in Ireland.

BUT, WHAT’S THE CRAIC?*

IDENT CUST ADVE

THE OLD SCHOOL RYANAIR IS FAR FRO M PERFECT. THE REBRAND OF RYANAI R SO LVES SO M E MAJOR PROBLEM S.

TITY CRISIS TOMER SERERTISEMENT RYANAIR’S ORIGINAL IDENTITY IS UNP ROFE SSIONA L A ND CLUT T E RE D .

IT DOES NOT REFLECT THE RELIA BILIT Y OF W H AT A N A IRLINE SH OULD 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 CHANGE IS I N THE AI R. 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.

SOPHIST

TIC ATED

THE IDENTITY THE IDENTI TY HAS BEEN CLEAN SED. THE PERSO N ALI TY O F THE CO M PAN Y H A S H I G H LEVEL S OF SARCASM AN D W I T I N FU SE D W I T H T H E REL IABILITY AN D SAFETY O F AN AI RLI N E . THE NAME I S SHO RTEN ED TO RYAI R TO B E MO R E APPROACHABLE. THE CO LO U R PALETTE I S CHANGED T O BE M O RE CALM I N G , KN O W I N G TRAVEL CAN BE A STREN U O U S ACTI VI T Y.

THE TRAVELERS THE CUSTOM ERS ARE THE M O ST I M PO RTA N T COMPONENTS TO RYAI R. THEY ARE APP R E C I AT E D AND RECOG N I ZED AS THE SU CCESS TO T H I S COMPANY. R ESPECTI N G O U R CU STO M E R S G A I N S US L OYALTY AN D TRAVEL ALLEG I AN CE.

THE ADVERTS THE ADVERTI SEM EN TS A R E C L E A N A N D D I R E C T . THEY ARE PRO FESSI O N A L A N D R E F L E C T T H E I M PO RTAN CE O F DEST I N AT I O N S A N D T R AV E L RATHER THAN THE COMPA N Y I T S E L F.

SO... WHO EXACTLY IS LET’S SAY RYAIR IS A PERSO N. WHAT ARE THEY LIKE?

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

I WANT PEOPLE TO ACCEPT ME FOR WHO I AM.

I AM RELIABLE AND TRUSTWORTHY EVEN THOUGH I COME OFF AS PRETENTIOUS.

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.

RYAIR ORNAMENTAL

MINIMAL

RYAIR ABSTRACT

REALISTIC

RYAIR STATIC

DYNAMIC

RYAIR WEAK

STRONG

RYAIR AVANT GARDE

RETRO

RYAIR CONTEMPORARY

TRADITIONAL

RYAIR REGIONAL

GLOBAL

RYAIR LUXURIOUS

AFFORDABLE

RYAIR ORIGINAL

IMITATIVE

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.

RYAIR

EASY JET

VIRGIN AIRLINES ATLANTIC

BRAND MIND SPACE ANALYZING RYAIR SO CUSTOMERS AND EMPLOYEES CAN UNDERSTAND ALL THE DIMENSIONS OF THE COMPANY.

FUNCTIONAL RYAIR’S AFFORDABLE RATES ENSURE THAT TRAVEL THROUGHOUT EUROPE IS

SOCIAL

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.

MENTAL RYAIR IS A PROFESSIONAL AND THOROUGH AIRLINE. THE SIMPLE AND STRAIGHTFORWARD RULES AND REGULATIONS PROVIDE A STRESS

SPIRITUAL

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.

MISSION

PROVIDE AN EASY, STRESS-FREE, AFFORDABLE AND ACCESSABLE OPPORTUNITY TO ALL DIFFERENT TYPES OF PEOPLE FROM PLACES

PRODUCT BENEFIT

ALL OVER THE WORLD TO EXPLORE DIFFERENT CULTURES AND COUNTRIES WITHIN EUROPE.

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.

VALUES AFFORDABLE. CULTURED. PERSONABLE. PROGRESSIVE. RELIABLE. SAFE. IRONIC.

POSITIONING

RYAIR PROVIDES THE LOWEST COST FLIGHTS COMPARED TO ANY OTHER EUROPEAN AIRLINE. THEY DIFFER FROM COMPETITORS BECAUSE THEY TAKE ON AN IRONIC SARCASTIC

VISION

PERSONALITY QUESTIONABLE IN SUCH A PROFESSIONAL INDUSTRY. THEY BECOME MORE PERSONABLE AND TRUSTING THIS WAY.

RYAIR HOPES TO CONTINUE TO BE THE LOWEST FAIR AIRLINE IN EUROPE. THERE IS NO BS; “NO FRILLS”. RYAIR UNDERSTANDS THAT TRAVEL CAN BE STRESSFUL AND EXPENSIVE AND THAT IS WHY THEY DO WHAT THEY DO (AND WHY THEY DO IT BEST).

STYLING ACCESSABILITY. FREQUENCY. PERSONALITY. AFFORDABILITY. DIRECT/SIMPLE. EQUALITY.

BRAND CODE EXPLORING VARIOUS COMPONENTS TO WHAT MAKES RYAIR SUCH A SUCCESSFUL AIRLINE.

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

001

254

053

153

100

000

M 000

253

M 000

198

M 069

048

007

236

100

060

052

063

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regular

UNIVE R S

JA N SO N

ABC ab c

A B C a bc

A B C D E FGH IJK LM NOPQRSTUVWXYZ a b cd e fg h ijklmnopqrst uvw xyz

light

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bold

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oblique

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regular

AB C D EF G HIJK LMNO P QR STU VW X YZ a bc d ef g hij k lm no p q r st u vw x yz

Air

12 The Orchard Cherryfield Avenue Upper Ranelagh Dublin 6 Ireland email me call me

Aiirr A

ANTHONY KELLY ANTHONY KELLY

Dear Colum,

AntoKelly@gmail.com AntoKelly@gmail.com +353 982 3881 +353 8787 982 3881

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

The Orchard 1212 The Orchard Cherryfield Avenue Upper Cherryfield Avenue Upper

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

Ranelagh Dublin 6 Ireland Ranelagh Dublin 6 Ireland

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.

Aiirr A

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

ANTHONY KELLY ANTHONY KELLY

You deserved better â&#x20AC;&#x201C; a lot better â&#x20AC;&#x201C; from us last week and we let you down. Nothing is

AntoKelly@gmail.com AntoKelly@gmail.com

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

+353 982 3881 +353 8787 982 3881

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

The Orchard 1212 The Orchard Cherryfield Avenue Upper Cherryfield Avenue Upper

Experience you have come to expect from us.

Ranelagh Dublin 6 Ireland Ranelagh Dublin 6 Ireland

Sincerely,

Aiirr A

Anthony Kelly

ANTHONY KELLY ANTHONY KELLY AntoKelly@gmail.com AntoKelly@gmail.com +353 982 3881 +353 8787 982 3881 The Orchard 1212 The Orchard Cherryfield Avenue Upper Cherryfield Avenue Upper

Air

Ranelagh Dublin 6 Ireland Ranelagh Dublin 6 Ireland

Aiirr A

ANTHONY KELLY ANTHONY KELLY AntoKelly@gmail.com AntoKelly@gmail.com +353 982 3881 +353 8787 982 3881 The Orchard 1212 The Orchard Cherryfield Avenue Upper Cherryfield Avenue Upper Ranelagh Dublin 6 Ireland Ranelagh Dublin 6 Ireland

NAME

Patrick_DOBSON ID NO.

NAME

039472 _ 3001 Patrick_DOBSON ID NO. DEPARTMENT

039472 _ 3001 Cabin Crew PILOT RyAir Inc.

VALID UNTIL

Air

01 / 10 / 15

DEPARTMENT

ISSUE DATE

Cabin Crew PILOT RyAir Inc.

02 / 10 / 12

VALID UNTIL 01 / 10 / 15

039472 _ 3001 8ISSUE 2 8 3 DATE 1 9 2 8 02 / 10 / 12

039472 _ 3001 8 2 8 3

1 9 2 8 NAME

Alyssa_BASTIEN ID NO.

NAME

082612 _ 3001 Alyssa_BASTIEN

EU / EEA PROCEDE TO GATE

ID NO. DEPARTMENT

082612 _ 3001 Cabin Crew CO - PILOT RyAir Inc.

VALID UNTIL 01 / 10 / 15

DEPARTMENT

ISSUE DATE

Cabin Crew CO - PILOT RyAir Inc.

VALID UNTIL

02 / 10 / 12

01 / 10 / 15

RICHARD MC INTYRE

082612 _ 3001 8 2 8 3 1 9 2 8 ISSUE DATE 02 / 10 / 12

082612 _ 3001 8 2 8 3

IRELAND

1 9 2 8 NAME

0 checked bag

JAKE_BURSTEIN ID NO.

NAME

024716 _ 3001 JAKE_BURSTEIN ID NO. DEPARTMENT

024716 _ 3001 Cabin Crew ATTENDANT RyAir Inc. DEPARTMENT

FR 43

VALID UNTIL 01 / 10 / 15

VALID UNTIL

DEPT TIME

06: 50

THROUGH SECURITY TO HAVE THEIR TRAVEL DOCUMENT CHECKED AND BOARDING PASS STAMPED OR TRAVEL WILL BE REFUSED.

BRUSSELS (CHARLEROI) - DUBLIN T1

02 / 10 / 12

TDVMNM

1 9 2 8

send to

SALLY CARMICHAEL UNITED STATES OF AMERICA 1 checked bag

from from

THE BAG DROP / VISA CHECK DESK BEFORE GOING

02 / 10 / 12

01 / 10 / 15

024716 _ 3001 8 2 8 3 1 9 2 8 ISSUE DATE

024716 _ 3001 8 2 8 3

GATE CLOSES 06: 20

20 APR 2012

ISSUE DATE

Cabin Crew ATTENDANT RyAir Inc.

DUB

Air

ALL NON EU / EEA PASSENGERS MUST GO TO

12 The Orchard Cherryfield Avenue Upper Ranelagh Dublin 6 Ireland

Air

1 CABI N BAG O N LY 55 X 40 X 20 (M A X 10KG )

£ /€ 50 FE E FO R O VER S I ZED / E X T RA W E I G H T CA B B I N B A G G A G E.

FR 4841

M U S T H AV E VA LI D P H O T O I D .

D RI V E RS LI CE N CE S A R E N O T

send to

A CCE P T E D . BAG D RO P CLO SE S 40 M I N U T E S

12 The Orchard Cherryfield Avenue Upper Ranelagh Dublin 6 Ireland

Air

V I E W O N LI N E RI G H T S

BO A RD I N G A SK FO R RYA N A I R H E LP D E SK.

RE G ARD I N G CO M P EN SAT I O N .

SE AT BE LT S

RICHARD MC INTYRE

FR 43 3 0 0 /5 0 0 SE RIE S

E M E R G E N C Y E XI T S

DEPT TIME

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

PORTABLE ELECTRONIC DEVICES MAY 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.

BY CREW AND STUDY INFORMATION ON THIS CARD LEARN THE LOCATION OF ALL EXITS ON THIS AIRCRAFT

06: 50

TDVMNM IF - 552 - REVISED 09 / 12

FOR YOUR SAFETY, FOLLOW INSTRUCTIONS GIVEN

22:25

20 APR 2012

5 0 L BS W IN D O W

IN F L AT E L IF E VE ST A F T E R E X IT IN G A IRCRA F T

DEPT TIME

ZYRCNI

E U RE G 261-A RT I CLE 14. I F D E N I E D O X YG E N 0 2

GATE CLOSES 21:55

F RA N KF U RT H A H N - M A N CH ESTER T3

BE FO RE D E P TARTU RE TI M E . from from

MAN

10 MAY 2012

COMPLY WITH ALL SIGNS AND PLACARDS KEEP YOUR SEATBELT FASTENED WHILE SEATED NO SMOKING AT ANY TIME ON AIRCRAFT

1 C A B I N B A G O N LY 5 5 X 4 0 X 2 0 ( M A X 1 0 K G )

£ / € 5 0 F EE F O R O V ER S I ZED / EX TR A W EI G H T C A B B I N B A G G A G E.

M U ST H AVE VA L I D PH O TO I D .

D R I V ER S L I C EN C ES A R E N O T A C C EPTED .

B A G D R O P C L O S ES 4 0 M I N U TES B EF O R E D EPTA RT U R E T I M E. EU R EG 2 6 1 - A RTI C L E 1 4 . I F D EN I ED

VI EW O N L I N E R I G H T S

B O A R D I N G A S K F O R RYA N A I R H EL P D ES K .

R EG A R D I N G C O M PEN SAT I O N .

NANCY PAPPAS

FR 4841

DEPT TIME

22:25

10 MAY 2012

ZYRCNI

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CULTURE, NATURE, FESTIVALS, SHOPPING...ENJOY VALLADOLID AND ALL IT’S WONDER!

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