Ryanair’s CMO on the Airline’s Ambitious Low-Brow Content Marketing Strategy
Photo Credit: Kenny Jacobs, Ryanair CMO, appearing in a YouTube short filmed next to his office. Ryanair
Skift Take
Having a bit of fun and not getting in the way of customers making their own fun is a very on-brand content recipe for Ryanair. It probably won't matter to most the world, which is what makes Jacobs’ low-brow content strategy so very high concept.
Kenny Jacobs, CMO of Ryanair describes the future of content marketing as alchemy combining, digital, destination, interactive, customer-generated media.
During our conversation with Jacobs for Skift’s special CMO series, Ryanair’s spontaneous and creative marketing chief shared his views on developing a comprehensive (and frugal) content marketing strategy.
He shared unique—sometimes off the wall—strategies for content creation and delivery in a democratized air travel market which generate a conversation with and for the everyday traveller.
“There's something interesting about Ryanair and content. You know, we are an everyday brand. We are a very democratic brand. If you take Condé Nast Traveller magazine—which is a great magazine, and I love it and read it myself—but it is not for everyday people. People who read Condé Nast are people who go on holiday to the Maldives. If you go on holiday to the Maldives, you're not an average European citizen,” Jacobs sa
