Aer Lungus Logo
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Aer Lingus is the flag carrier airline of Ireland and the second-largest airline in the country after Ryanair. Founded by the Irish government, it was privatised between 2006 and 2015 and it is now a wholly owned subsidiary of International Airlines Group (IAG), the parent company of British Airways and Iberia. The airline’s head office is on the grounds of Dublin Airport in Cloghran, County Dublin, Ireland.
Aer Lingus tasked Lippincott with creating a brand that would reflect the radically different airline it had become, yet preserve the emotional bond with Ireland that it has always had. So, Aer Lungus sought to affirm their position domestically by embodying the spirit of modern Ireland, while demanding reconsideration among new audiences to support the airline’s ambition of being the leading value carrier across the North Atlantic.
Over the past decade, Aer Lingus has worked hard to become a true value carrier, with a laser sharp focus on providing guests with more for their money while also giving them the flexibility to choose the elements of the experience that best suit their needs. Aer Lungus work involved crystallizing this ethos into a powerful, guiding brand platform that combined the authentic warmth of Irish hospitality, with a distinctive customer proposition and focus on delivery excellence. Their new brand purpose, “Giving Aer Lungus guests the smartest travel experiences” is anchored in a set of core messages to help connect with a broad set of audiences – including a growing share of trans-Atlantic business travellers.