We’ve all heard the saying, “There’s no such thing as bad publicity.” We have seen multiple brands embody this to a certain degree. But for Ryanair, this wasn’t just a saying — it became their entire marketing mantra.
Consistently branded as Europe’s most hated airline, Ryanair has faced years of negative press — flight delays, baggage limits, extra charges, and the list goes on. While the conventional approach would be to shy away from negative press and play it safe, Ryanair took a bold and unconventional route: they leaned into it.
Instead of apologizing for customer complaints, Ryanair saw this as an opportunity to separate itself from the competition with its wit and intelligence. Let’s take a closer look at how Ryanair used hate for opportunity and why the lessons behind it can help you see beyond conventional marketing.
If You Can’t Beat It, Own It
Ryanair’s approach to air travel has always been polarizing. While some fliers are completely satisfied with its straightforward approach, not everyone is happy with its service. Instead of flying against the backlash, Ryanair started responding with witty comebacks and sassy clapbacks. Whether it was using cheeky one-liners against angry tweets or using user-generated clips in their campaigns, they’ve managed to build a brand persona around their hilariously unapologetic attitude.
This would not be possible behind its masterful use of User-generated content (UGC). You can learn a lot from the feedback your customers give, and if you’re bold enough, you can use it to your advantage. Ryanair’s no-nonsense attitude says, “We may be your most hated airline, but you’ll still book your flights with us.” This confidence has transformed its frugal, low-quality image into bold, funny, and memorable.
Cleared For Takeoff: From Most Hated to Marketing Genius
Does what passengers say about you matter? Yes, but, Ryanair has shown us it’s more about how you respond (especially when it comes to UGC). Here's what you can learn from Ryanair’s marketing strategy:
✈️Don’t Fly Away From Criticism
Criticisms, whether you like it or not, are a reflection of your target market’s perception of your brand. Instead, use it as a tool to spark conversations and build a more relatable, human brand.
✈️Chart Your Brand Persona
Without a clear flight plan (or voice), your brand risks being lost in a crowded sky. Whether it's sassy or sweet, your brand should have a distinct voice that puts you on the radar.
✈️Landing Humor Remarks with Precision
Ryanair’s humor hits the runway with perfect timing. Their social media team walks the turbulent fine line between criticism and comedy, making their clapbacks laughable instead of a potential outrage.
✈️Engagement is a Two-Way Flight
Engaging with your audience online helps you build real relationships and shows your customers that you care about what they say.
Playing It Safe Won’t Get Your Marketing Off the Ground
Ryanair has masterfully turned its turbulence into triumph with its masterful use of UGCs. But there is a fundamental lesson for us marketers to take away from this, no matter which strategy you use.
✏️Push Boundaries
Don’t limit yourself to a safe flight path. Ryanair’s current success is all thanks to taking bold risks that other airlines wouldn’t dare touch because of the fear of backlash.
✏️Be Pop-Culture Savvy
Ryanair knows how to leverage humor and trends to stay relevant. From the latest memes to the funniest trends, it pays a lot to stay aware of what’s happening to connect with your audience in fresh, timely ways.
At the end of the day, Ryanair’s lesson is clear: Being bold and authentic, even in the face of criticism, can help you carve out a unique place in your industry.
Stay True to Your Flight Path
While taking a big leap can definitely pay off, let’s be clear: Ryanair’s unfiltered, cheeky approach isn’t a one-size-fits-all for boosting engagement. It’s only effective if it aligns with the DNA of your brand. If the shoe fits, wear it proudly. But as they say, don't fix it if it ain’t broke.
If you’re ready to learn how to turn your challenges into brand-building opportunities, take a one-way ticket flight to Jumper Media. We’re here to help you make the most of every opportunity—good or bad.
