Aer Lingus – the brand continues to evolve

StrategicFusion’s relationship with Aer Lingus spans more than twelve years, from the brand’s revitalisation as a full-service carrier reflecting the concept of ‘The Spirit of Modern Ireland’ with its emphasis on Irish heritage and modern-day personality.

Whilst the 90’s were typified by measured evolution of the brand, the last five years have seen a significant step-change in management thinking and the re-positioning of the airline in a niche between full-service, legacy carrier and low-cost/no-frills operator.

We have been working on a range of brand management issues focused around how best to reflect the ‘new’ aerlingus.com service offer, balanced with the core Irish imagery of the airline and its status as a national carrier. To-date this has included competitive analysis around the core brand identity, leading to full-scale livery concept development.