Ryanair to place ads on boarding passes

By Loulla-Mae Eleftheriou-Smith, marketingmagazine.co.uk, Monday, 21 February 2011 12:30PM

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. 

This article was first published on marketingmagazine.co.uk

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