Airline offers advertising space on boarding passes to travel partners

Airline offers advertising space on boarding passes to travel partners

Ireland-based airline Ryanair has come up with a crafty way to make more money by inviting its travel partners to buy advertising space on passenger boarding passes.

Ryanair claims to be the largest airline in Europe by volume, carrying 11.5 million passengers every month.

The low-cost carrier reckons the new advertising tactic will allow brands to target specific passengers travelling to each of its 216 destinations.

Ryanair’s marketing department sent out an email that said: “We’re offering advertisers an opportunity to run highly-targeted campaigns and bid on primary space on our passengers boarding passes.

“To help you get started, until the end of March 2019, add €50 to your ad account and Ryanair will match it!”

According to the airline, passengers are in a “positive mood” under its care, which in turn makes them more “receptive” to advertising messages.

Ryanair will allow advertisers to set their own campaign parameters, including cost per impression and targeting, before uploading their ad.

If approved, the message will then be entered into a bidding war for the ad space.

Advertisers will also be able to review their campaign and adjust parameters as needed.

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