Brand: Aer Lingus
Introduction and Background
Home Advantage, home ground, home field, home court advantage, it has many guises. One thing is for certain, when you're on your own turf, you have an edge. No matter how big or small that is. In 2015, Aer Lingus had undergone a takeover by International Airlines Group (IAG), a multinational airline holding company, raising concerns that this would dilute 'Irishness' which was such an intrinsic value of the brand. To combat this, they sought out a partnership with the Irish Rugby Football Union (IRFU) with the aim of anchoring the brand in Irish pride and culture.
Aer Lingus is Ireland's national airline with a mission: 'To connect Ireland with the rest of the world'. And is a brand that has been ingrained in Irish life since its foundation in 1936:
'More than anything else, the green shamrock livery evoked national pride, and this was shared not only by the pilots and the cabin crew, but the people at large.' - Kim Bielenberg, Aer Lingus: The Glory Days, 2015