It means the beginning of FR long haul. £250 rtn to JFK from STN, EMA, MAN using EI aircraft. And they'll fill every single one of them.
Or you know, £500-£600, whatever people will buy them for. MOL isn't interested in lowering ticket prices, he's interested in profit, and if people are willing to pay that much now and still manages to fill the aircraft (Yes, Aer Lingus has a very very high load factor on Long Haul) then he's not going to suddenly start charging less than he's currently able to get out of you. MOL will charge as much as he can get passengers to pay, because he's in the business of making money, not lowering fares.