Marketing blitz to fill the aircraft ?

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Extracts :

With Ryanair's passenger traffic having suffered during the summer's heatwave and bookings for the autumn weaker than anticipated, the airline is preparing a marketing blitz to fill its aircraft.
That bodes well for travellers hunting for some autumn sunshine, weekend breaks or winter skiing trips.
And consumers can expect the lower fares to keep coming – possibly for as long as six months until next spring.

"There is a weakness out there in September, October and November," said Ryanair boss Michael O'Leary, pointing out that it's evident across Europe and has been impacted by austerity measures.
"We're going to be much more aggressive now on pricing, promotions and seat sales," he said. "If fares and yields are going to be a little bit lower than we expected for a quarter or two then so be it."
However, he also hinted that consumers shouldn't get too carried away in thinking that they'll get massive discounts.
"We're not looking at something that's going to be 25pc or 50pc below where we thought it was going to be, but on balance we're having to open up more lower (priced) seats," he said.

When Ryanair issued a major profit warning in 2004, it started offering seats for £1 and €1. But don't expect that to happen just yet.
Mr O'Leary said Ryanair wanted to ensure it carried 81 million passengers in the current financial year, which ends next March. He said if the price people were willing to pay for flights was lower for the next six months, Ryanair accepted that.
But he also hopes that even though passengers might pay less for their seats, they'll continue to spend more during flights, on everything from scratchcards to sandwiches.