Ryanair Holdings Plc plans to scrap its charity calendar featuring bikini-clad female crew members as part of Chief Executive Officer Michael O’Leary’s efforts to develop a softer image for the airline.

The calender won’t be published this year, O’Leary told Irish radio station Today FM. Alternative charity options for 2015 are being finalized and will be released soon, the carrier said in an e-mailed statement.

Ryanair began publishing the calendar in 2008 and donated proceeds to charities in the U.K., Ireland and Germany, with last year’s raising 100,000 euros ($126,400 million) for Britain’s Teenage Cancer Trust. The U.K.’s Advertising Standards Authority in 2012 described images featured in the calendar as “sexually suggestive” and likely to cause “widespread offense.”

The airline is seeking to refine its reputation and appeal to new passengers by improving customer service, offering allocated seats and streamlining its website. The Dublin-based company has also boosted its annual marketing budget by more than a third to 35 million euros.

Ryanair shares gained 1.1 percent to 7.431 euros as of 1:24 p.m. in Dublin, increasing the gain for the year to 18 percent. Low-cost competitor EasyJet Plc stock is down 6.5 percent.

To contact the reporter on this story: Kari Lundgren in London at klundgren2@bloomberg.net. To contact the editors responsible for this story: Benedikt Kammel at bkammel@bloomberg.net. 

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Photo Credit: Ryanair's calendar for 2014, released last fall, will be its last. Ryanair