Ryanair to place ads on boarding passes

Ryanair, the budget airline, is partnering with publisher Ink to create customised ads on home-printed boarding passes, which target fliers based on their travelling routes and location.

Ryanair: plans to carry advertising on its boarding cards
Ryanair: plans to carry advertising on its boarding cards

Ink, the in-flight magazine publisher, is developing a system that will customise advertising for travellers, according to their route and demographic data.

The ads will be printed on Ryanair boarding cards and will target destination and departure points.

A Ryanair spokesperson said: "Passengers are required to reference their boarding cards on a number of occasions during a trip, providing repeat exposure for advertisers."

The revenue from the ads will be used to keep Ryanair airfares low.

This month, consumer watchdog Which? said it is taking a super-complaint to the Office of Fair Trading (OFT) against debit and credit card surcharges, citing low-cost airlines, such as Ryanair, as the worst offenders. 

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content

Share

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...

Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).