Ryanair’s competitors become aggressive in their communication and mimic the Irish company’s own style. Ryanair’s competitive advantages (prices and on-time flights, although the statistics of the latter can be considered manipulated as Ryanair’s flight durations are systematically overestimated) are hard to attack even for competitors of the low-cost segment. Easyjet therefore decided to attack Ryanair’s Achilles’ heel, that’s to say its compliance with European regulations. Everyone knows that Ryanair denies systematically passengers’ rights and for instance do not pay late fees in case a flight is delayed or cancelled. At best will Ryanair put you on another flight to the nearest city. A few years ago I tried to get compensated for a cancelled flight (on the day of Christmas) and gave up after a few months.
Look at Easyjet’s brand new communication, claiming that will give you a free ticket if your flight is delayed whereas you can expect only peanuts from their competitors.Tags: advertisment, airline, marketing agency belgium