From Tanks to TikTok: Inside Ryanair’s ‘Cheeky’ Marketing Strategy

Over the course of more than two decades at Ryanair, Dara Brady has helped shape a brand voice that’s often irreverent and sometimes controversial. It’s an approach that cuts through the noise of regular travel marketing like a loudspeaker in a quiet terminal.

Brash slogans of the early 2000s, such as “The Low Fares Airline” and “Ryanair. Fly Cheaper,” centered on price. These contrast with the current “Low Fares, Great Care” motto, which pairs strong customer service with competitive pricing.

Does this hint at a broader change of positioning? Not so, according to Brady.

“The brand voice has actually been remarkably consistent over the last 35-plus years. We’ve always been straight to the point, very direct, very honest about who we are. Kind of cheeky, charming, and not afraid to be self-deprecating. Does that make us everyone’s cup of tea? Maybe not. But it’s authentic and that’s something a lot of brands can’t say.”