The Big Idiot Seat Sale: Ryanair’s Bold Marketing Move
by Marsha Mowers
It began, as so many arguments seem to do these days – on the internet.
A few days ago, Ryanair CEO Michael O’Leary posted on social media that the airline would not install Elon Musk’s Starlink-based onboard Wi-Fi on their aircraft, due to eventual additional cost to passengers. Musk, who’s likely not used to being told no, fought back with a public post on his X platform, calling O’Leary an “utter idiot” and an “imbecile.”
Musk posted, “Should I buy Ryan Air and put someone whose actual name is Ryan in charge?” and polled his followers on the idea of buying the airline, with nearly 77 per cent of followers voting yes. (Legally, Musk cannot purchase the airline as European laws do not allow a majority stake from a foreigner).
O’Leary and his Ryanair team then got creative and used the feud to their sales advantage, launching “The Big Idiot Seat Sale,” openly framing the promotion as a satirical response to Elon Musk’s posts. The image in the post is almost as much fun to see as it is watching the feud unravel.
The very real sale covers 100,000 seats for travel during February, March, and April, with fares starting at £16.99 (about $28 CDN) including taxes and fees. Ryanair has framed the pricing as part of its usual ultra-low-cost strategy while leaning heavily into humour and provocation to maximize visibility.
According to Euronews.com, the airline is seeing a boost in sales and is thankful to Mr. Musk for the influx.
