Known for its money-making tactics, UK airline carrier Ryanair has launched a new way of advertising after 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 Irish carrier has also revealed 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 carrier, 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.