Ryanair signs advertising deal with Fourth Edition

Ryanair, Europe's largest low fares airline has this week signed an agreement with advertising company Fourth Edition to sell advertising space on the overhead luggage doors on the airline's fleet.

Meteor, Ireland's fastest growing mobile operator has signed up as the first brand in Ireland to use this new onboard advertising medium. The Meteor campaign begins this month and will run until August on all Ryanair flights out of Ireland. Contracts have also been signed with Red Bull for UK based aircraft and ING bank for the Belgian fleet.

Michael Cawley, Ryanair's COO and Deputy CEO, said the new opportunities for inflight advertising were a great opportunity to reach an audience of 52 million consumers every year. "We look forward to working with Fourth Edition to welcome more companies like Meteor, Red Bull and ING bank on board our aircraft. This advertising will give them unique exposure to our huge passenger numbers. Passengers will benefit too because these revenues will help keep our fares the lowest in Europe - guaranteed."

Commenting on the new advertising Campaign Meteor's Marketing Director Michael Hayes said: "This is a new and innovative way to connect with our customers and promote Meteor's Better value Roaming services to a captive audience as they prepare to travel. We are delighted to be the first Brand to market with this new advertising medium and think it's an excellent Brand fit as both Ryanair and Meteor are committed to bringing greater competition to the markets in which we compete.

Fourth Edition, an Irish-led company specialising in niche out-of-home advertising opportunities, developed a new patented framing system, Aeropanel, for adverts to be placed on the Ryanair luggage compartment doors.

Mr Martin Barry, Fourth Edition's Managing Director, said: "Ryanair has the diversity of routes, passenger volume and flight frequency to offer major advertisers exposure to an upwardly mobile and captive audience. £80m per annum is spent on advertising in British and Irish airports alone, yet we all know how cluttered and uncomfortable airports are these days. The Aeropanel offers a unique and exciting advertising format in an uncluttered, relaxed and comfortable environment."