Ryanair unveils new-look website in attempt to update brand image

Ryanair has overhauled its garish yellow and blue website to reveal a refreshed and softened look on the airline's online portal.

Ryanair: updates website
Ryanair: updates website

The overhaul of www.ryanair.com is the latest in a series of moves by Ryanair to make the brand more palatable to both consumers and shareholders, following a series of profit warnings. The carrier has already cut its profit forecast from the year to March from €570m to €510m.

The new website comes weeks after chief executive Michael O’Leary u-turned on his anti-marketing director stance and began the recruitment process for a sales and marketing director.

Ryanair has already attempted to ramp up its digital operation by joining Twitter, creating an @Ryanair account and pledging to make its website easier for journalists to access, despite previously disregarding social media as a credible brand communications platform.

At a general meeting with shareholders in September, O’Leary said: "We should try to eliminate things that unnecessarily piss people off," adding, "I’m very happy to take the responsibility of a macho or overly abrupt culture. Some of that may well be my own personal deformities."

The brand is also looking for a commercial director.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).