Advertising change

As a consequence of its move towards being a more customer-friendly airline, Michael O'Leary said it will have to spend more on advertising as the airline will no longer rely on generating free publicity by him being an "annoying prat".
While last year Ryanair had spent just €1m on advertising throughout Europe this year its net advertising spend would be €35m. "We need a more sophisticated image than me running around being a cheeky chappy or an annoying prat," he said.
Mr O'Leary said that "being savages" for free publicity worked in newer markets such as Italy where Ryanair was still breaking through, but just annoyed people in its more mature markets.

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http://www.independent.ie/irish-news/flights-to-us-will-cost-just-10-on-ryanair-oleary-30041838.html