Droga5 Dublin Spotlights Irish Warmth and Hospitality in Brand Platform for Aer Lingus

Air travel has turned into a transactional activity, where people often feel treated like a ticket number, instead of being recognised as an individual and being cared for on their journey. To change that perception and highlight the high level of care for their customers, Irish airline Aer Lingus has turned to their creative agency of five years, Droga5 Dublin, who have created an ambitious creative brand platform to globally spotlight the innate Irish warmth and hospitality of the airline.

Entitled, ‘You’re Very Welcome’, the new creative platform marks the first time Aer Lingus has released a brand campaign in over seven years and repositions the brand as the world’s most empathetic airline.

Focusing on the airline’s high level of empathy-led care, Droga5 Dublin conceptualised a new human-centric platform as a direct result of the disconnect between the care customers want from their airline and the stark reality presented to them. 

A momentous new chapter for the airline, the brand idea 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 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. Further enhancing the quality of care that sets Aer Lingus aside from its competitors, a new tagline has been introduced, “You’re very welcome” – a quintessentially Irish greeting that’s universally understood.

The new brand idea launched in Ireland in January 2023, and will appear across the entire brand ecosystem, from new routes, sponsorships, sales and more. The platform will also roll out to other markets throughout 2023.

Jen Speirs, executive creative director, Droga5 Dublin, said: “What a project! 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. To launch the platform, we’re telling a story to really show that one-of-a-kind care. And thanks to our phenomenal production partners, it feels progressive, real and utterly, utterly empathetic. And yet, this film is really just the beginning. This big idea can run through everything we do – our content and stories, our products, our experiences – even sponsorships – and we’re excited about building on it for years to come.”

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.”