Aer Lingus is set to intensify its battle with Ryanair by unveiling a new advertising campaign emphasising low fares but also suggesting that no-frills carriers do not have a true customer service ethos.
The campaign, designed by the Dublin-based agency Rothco, uses the slogan Low Fares, Way Better to emphasise low fares, but also traditional customer service values.
It is likely to draw a response from Ryanair, which has derided attempts by the State-owned airline to paint itself as the true low fares airline.
However Mr Seamus Kearney, chief operations officer, said the airline believed it could offer low fares like the no-frills carriers, but also maintain traditional levels of service. He said Aer Lingus was responding to customer concerns that low fares could mean a reduction in service levels.
"We are unambiguous on fares. We are saying we are a low fares airline and there is no going back to the old days.
"But we are also saying the traditional values of Aer Lingus in terms of service will stay. Things like allocated seating and flying into central airports will remain," he said.
He claimed anyone who flew out of Dublin on a regular basis knew what the service levels with Ryanair were like.
"Ryanair recently cancelled 29 flights because of fog at Dublin airport, so you can draw your own conclusions."
The level of spending during the campaign has not been disclosed, although adverts will run on TV, in the press, in outdoor locations, on radio and on public transport sites.
It will continue until the middle of October. While the campaign is extensive Aer Lingus has reduced its spending compared to previous years.
As part of the campaign the airline's website, aerlingus.com, has been updated and enhanced to fit with the new advertising style.
Visitors to the site will notice several changes including new graphics and a feature allowing them to be kept informed about special offers.
The site will also allow customers to book entertainment and sports tickets for events in London.
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