Aer Lingus launches new positioning as a human-centric, modern airline that embodies Irish values.

Aer Lingus has today announced a new brand platform entitled ‘You’re Very Welcome’. The new creative platform, developed with Droga5, marks the first time Aer Lingus has released a brand campaign in over seven years, positioning the brand as a human-centric, modern airline that embodies Irish values.

A momentous new chapter for the airline, the new creative platform will feature a TV ad complimented with an ATL campaign that will run across TV, digital, and social and across the brand’s owned channels from January 27th. The ad takes place on an Airbus A330 aircraft which operates Aer Lingus’ transatlantic schedule. Featuring passengers and cabin crew, the ad delves into the stories of every person on every seat, and the people within Aer Lingus who make the airline what it is. Shining a light on the many ways the airline goes above and beyond what’s expected, the first heart-warming story depicted in the ad is about a caring and patient young girl and her family, and the small but intuitive ways the Aer Lingus cabin crew take care of her. The new tagline “You’re very welcome” is introduced for the first time in the ad – a quintessentially Irish greeting that provides comfort the moment it is heard.

The new brand idea will launch in Ireland in January 2023, and will be rolled out across the entire brand ecosystem, from new routes, sponsorships and more. The platform will also roll out to other markets, including the UK and the US, throughout 2023.

Susanne Carberry, Chief Customer Officer, Aer Lingus said:

“This is the start of our new story. Aer Lingus is an iconic Irish brand, and our ambition is to reach new markets in 2023 through the modernisation of our brand and digital platforms. We believe that Aer Lingus can be differentiated from other airlines due to our determination to put people first, showcasing Irish values both at home and abroad. The personalised care our team is known for, particularly on board, is central to our new brand platform and comes to life in this new ad campaign. Our new brand values will allow us to continue to highlight more human stories of our highly valued customers across all markets globally.”

Jen Speirs, Executive Creative Director – Droga5 Dublin

“We’ve been working with Aer Lingus for over 6 years, and this is one of the most exciting projects we’ve undertaken together. This new brand platform is a real opportunity to double-down on what makes Aer Lingus different to every other airline in the world; they’re simply a more human airline. They see their passengers as people, and use instincts and intuition when it comes to caring for them. That’s why when it came to launching the platform, we wanted to tell a story that showed that one-of-a-kind care. It feels uniquely Irish, progressive and utterly, utterly empathetic. All the things that we look for when we fly, and we’re excited to keep building on this idea.”

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