Riga International Airport has been recognized as the Third Fastest Growing European Airport, annually since 2019. Although Air Baltic currently operates the majority of flights, Ryanair is the sole carrier to Riga from several locations and announced 16 new routes as of October 2021. Ryanair’s content marketing strategy is to portray its destinations as cheap as its flights. The promotional travel guide for Riga stops at low-priced drinks and nightlife, and Riga is also included in its ‘11 Cities as Low Cost as Our Flights’ listicle. What is not included is the rich heritage of the city and …
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Cheap Destinations

Gundega Strauberga, Ieva Jakusa

Riga International Airport has been recognized as the Third Fastest Growing European Airport, annually since 2019. Although Air Baltic currently operates the majority of flights, Ryanair is the sole carrier to Riga from several locations and announced 16 new routes as of October 2021.

Ryanair’s content marketing strategy is to portray its destinations as cheap as its flights. The promotional travel guide for Riga stops at low-priced drinks and nightlife, and Riga is also included in its ‘11 Cities as Low Cost as Our Flights’ listicle. What is not included is the rich heritage of the city and Latvian culture. For instance, the souvenirs in Riga are still largely handmade by local craftspeople, unlike most other European destinations. Although these objects characterise the country’s folklore and history, they do not resonate with Ryanair’s brand essence of immediate consumption. Between Ryanair being Europe’s biggest airline by passenger numbers and the nature of search engine optimisation, its depiction of Riga impacts perceptions of the city and country.

The designers have manipulated a collection of traditional Latvian craft objects to demonstrate Ryanair’s branding of Riga. Cheap materials and production techniques present a distant, impersonal attitude. A map of Ryanair’s Riga flights and excerpts from interviews with tourism experts further emphasise the contradictions between Ryanair’s appropriated view and the real legacy of Riga.

References

Riga Airport. February 24, 2020 "Riga Airport has been Recognized as the Third Fastest Growing Capital European Airport." Link

Ryanair. April 28, 2021. "Ryanair Announces New Base In Riga For Winter ‘21 Two Based Aircraft, $200m Investment, 16 New Routes." Link

Ryanair. "Riga, Latvia." Link

Bio

Gundega Strauberga is an artist and designer who establishes a dialogue between humans and their surroundings using multiple media and authentic narratives.
Ieva Jakusa is a designer who uses interactive installations to present research into public space, and behaviour that sustains political and economic systems.

Contacts

gundegastrauberga.com Link

@gundegastrauberga Link

ievajakusa.com Link

@ieshulis Link