On 16th., March, Ryanair announced the launch of transatlantic flights from 14 euros, and for a little time afterwards it was on everybody's lips, but two days later, the Irish low-cost company made an about turn.
"In the light of recent press coverage, the Board of Ryanair Holdings Plc wishes to clarify that it has not considered or approved any transatlantic project and does not intend to do so."
A glitch in communication ? In fact, the information, which circulated quickly, was originally picked up in a statement from the Irish communications firm, Edelman, of whom Ryanair is a client - a statement notably sent to an international news agency, Agence France Presse.
"The board of Ryanair, like any PLC, have approved the business plans for future growth, including transatlantic."
Because of the sacrosanct 17th., March, St. Patrick’s day, an Irish public holiday, Ryanair was slow to issue a disclaimer. Voluntary or not, this unfortunate misunderstanding was still good publicity for the Irish company — although not their first — since they have become the hallmark of their director, Micheal O'Leary.
Pay toilets, pornographic movies on demand, the possibility of flying whilst remaining on your feet, could, perhaps, fall into the category of creative publicity, albeit with just one objective: to advertise without spending a penny ( pun intended ). At Ryanair, even publicity is the ultimate in low-cost.