Agencies line up for Ryanair ad brief

Ryanair, the budget airline that has frequently incurred the wrath of the Advertising Standards Authority, is on the search for an ad agency to handle its £4 million account.

Ryanair: reviewing advertising
Ryanair: reviewing advertising

The company is approaching agencies to invite them to submit ideas ahead of a pitch. It has previously handled its advertising in-house.

It is understood the airline wishes to find a new approach away from its traditionally controversial advertising.

In December last year, the ASA announced that it was launching a formal investigation after receiving complaints about a press ad that promoted Ryanair’s 2012 calendar featuring scantily clad female cabin crew.

It also banned a number of Ryanair ads during 2011, including two press ads that promoted cheap fares using the line: "Book to the sun now!" The ASA ruled that the ads were misleading as none of the destinations would be warm enough to sunbathe.