Ryanair CMO plans to replace the in-flight magazine with targeted, digital content

All about the Ryanair Magazine

Moderators: EchoVictorOscar, atoutprix

Post Reply
User avatar
ryanadmin
Site Admin
Site Admin
Posts: 213
Joined: 14 Sep 2012, 06:50
Location: Eindhoven Airport
Contact:

Ryanair CMO plans to replace the in-flight magazine with targeted, digital content

Post by ryanadmin » 07 Mar 2016, 14:33

Ryanair CMO plans to replace the in-flight magazine with targeted, digital content

"You’ll see us doing a lot more in content this year," Jacobs told Marketing. "We’ve got three content writers at the moment and we’ll be expanding that team."

The change comes as in-flight magazines make way for digital media, with Ryanair trialling Wi-Fi on some of its routes.

"The days of the in-flight magazine are numbered but [we’re thinking about] in-flight digital content served up to targeted customers, whether it’s eight guys heading to Faro on a golf weekend or a young family heading to Spain, through a near-fi network on the aircraft.

"We would do, ideally, user-generated content. So if you’re a mum with two young kids going to Greece you probably want to hear from a similar mum about where to go and what to do.

"We’ve done some good stuff this year with bloggers and vloggers and I’d like to see us scale that up with a well-known Ryanair content writer in our key markets and then have a bunch of customers adding their own content. I can see us incentivising customers to do destination reviews for us."

Jacobs was talking at a press conference alongside Ryanair chief executive Michael O’Leary, in which the pair were bullish about the airline’s growth prospects and announced it would campaign for Britain to stay in Europe.

Ryanair is nearing the third year of its three-year Always Getting Better (AGB) strategy, otherwise known as O’Leary realising that it was time for Ryanair to stop "pissing customers off", which Jacobs was hired to oversee in January 2014.

Jacobs said the change of strategy contributed to Ryanair being able to do a better job of filling its planes over the past two years and that in January 2016 it carried 20 more passengers per plane than in January 2014.

He added that the third year of AGB, which would be set out in a month’s time, would see the balance switch further away from shrinking the list of things customers don’t like to bringing in innovations.

Asked where Ryanair could go next after completing its ‘being nicer to customers’ repositioning, Jacobs said: "We want to keep improving. It’s not about getting customers to say ‘I love Ryanair’. We’re still delivering a functional thing. We want you to say "I had a great time in Barcelona. I got the lowest fare, the flight was on time and Ryanair did a great effective, functional job of getting me there."

Source: http://www.marketingmagazine.co.uk/arti ... al-content


User avatar
Sky Lisbon
FR Fan
FR Fan
Posts: 56
Joined: 05 Mar 2016, 11:53
Location: Lisbon

Re: The end of the inflight magazine

Post by Sky Lisbon » 12 Mar 2016, 23:23

Ryanair Magazine Runway Retail Spring 2016:

https://www.ryanair.com/content/dam/rya ... to,-87,890

Vytautas
FR Starter
FR Starter
Posts: 10
Joined: 06 Mar 2016, 23:40
Location: VNO
Contact:

Re: The end of the inflight magazine

Post by Vytautas » 26 Mar 2016, 20:34

I missed it in my last flight - it was not that bad reading

User avatar
Ryanairmadrid
FR Lover
FR Lover
Posts: 500
Joined: 02 Mar 2016, 22:27
Location: Madrid Barajas

Re: The end of the inflight magazine

Post by Ryanairmadrid » 30 Mar 2016, 17:00

I was trying to find the last edition of the Ryanair Magazine online, but I couldn't.
I used to do it before.
Me too, will miss it a lot.

User avatar
Sky Lisbon
FR Fan
FR Fan
Posts: 56
Joined: 05 Mar 2016, 11:53
Location: Lisbon

Re: The end of the inflight magazine

Post by Sky Lisbon » 05 Oct 2016, 21:24

Ryanair Magazine Runway Retail Summer 2016:

https://www.ryanair.com/content/dam/rya ... gazine.pdf


Post Reply