How can Aer Lingus live up to the standards of being Ireland’s national air carrier while competing with budget airlines?


Offer the best of both worlds and celebrate the smart travelers who choose their airline wisely.



Aer Lingus was regarded as being the kind, but rather old-fashioned older brother to the young, fresh and cheap upstart that is Ryanair.

How could Aer Lingus regain the upper hand? By engaging with the smart traveller of today. Smart travel is ingrained in Irish DNA. And Aer Lingus is the smart choice of this traveller. It combines the best of frugal and comfortable travelling in one contemporary Irish brand.

Passengers can choose the luxury of an award winning transatlantic business class on one day, or opt for competitive family fares to European sun destinations on another. The campaign sums this optimistic, modern and smart brand vision in a brand manifesto film.

During the campaign, Aer Lingus regained its national pride and grew into IAG’s most profitable brand.

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