Aer Lingus is committed to creating and maintaining an environment that is diverse, equitable, and inclusive. As a modern and inclusive airline, we are committed to making every journey count, ensuring our customers feel welcomed and cared for throughout their journey.
All of our activity and partnerships ladder up to our brand platform of ‘You’re Very Welcome’ and research indicated that sponsorship of Paralympics Ireland would offer us the opportunity to showcase our platform and values, by being at the heart of what was important to our customers – tying in with the emotiveness of Irish pride. With the Games in Paris being so close to home, this partnership was perfect as we prepared to say ‘you’re very welcome’ to athletes and fans.
Our business challenge was to drive brand affinity and consideration for 2024 September Sale, while ensuring that we showcased our brand values and positioning as a modern and inclusive airline. However, we were operating in an aviation market that saw continued price-wars, and in a sponsorship landscape where we were not the title sponsor and were going toe-to-toe with big global sponsors.
A hard-working marketing mix allowed us to deliver more for less, with 81% of those aware feeling more positive about Aer Lingus, 84% of those aware more likely to choose us, and 66% seeing us as an inclusive airline, as we rolled out a strategy that delivered across all touchpoints, delivering real impact both internally and for Ireland’s para-athletes, while delivering on core business objectives.
