Red Bull gets wings with Ryanair

Ryanair, Europe's largest low fares airline has welcomed the roll out of Red Bull’s campaign on board 62 Ryanair aircraft. The campaign uses over head locker advertising to promote the London leg of the Red Bull Air Race World Series 2007 at the end of July.

Red Bull is the first brand in the UK to sign up with Fourth Edition, the company which developed and sells advertising space on Ryanair’s overhead lockers. The campaign will run for the month of July on all Ryanair flights out of the UK

Sinead Finn, Ryanair’s Head of Sales & Marketing Europe, said the inflight advertising was 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 Red Bull on board our aircraft. Passengers will benefit because these revenues will help keep our fares the lowest in Europe - guaranteed".

James Boulton of Aviator, Kinetic's airport division who brokered the deal on behalf of AMS and Red Bull commented;

“This pioneering advertising format provides a perfect platform for brands looking to take advantage of significant dwell times on board. The launch of the format also demonstrates how the landscape of aeronautical media is changing as advertisers look beyond traditional airport media in order to engage various passenger groups.”

Fourth Edition, an Irish-led company specialising in niche out-of-home advertising opportunities, developed a new patented framing system, Aeropanel, for adverts on the Ryanair luggage compartment doors. Mr. Martin Barry, Fourth Edition's CEO, said;

"Ryanair’s aircraft offer major exposure to an upwardly mobile and captive audience. £70m per annum is spent on advertising in British 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".