Friday, July 19, 2013

Ryanair’s latest money-making scheme… placing adverts on the outside of its Boeing 737s!

Ryanair is selling advertising on its planes, on the wing tips and the front and rear fuselageAdvertising has become an additional revenue source for airports throughout the world, with companies spending millions of dollars to feature on digital screens, pillar wraps, and the like.

And now, it seems, airlines might be jumping on the bandwagon as well. Earlier this week, Ryanair announced its latest money-making scheme, offering companies the opportunity to place advertisements on the livery of Boeing 737-800s.

In total, four different locations on the Boeing 737 are being offered to advertisers (the inner and outer winglets, front fuselage and rear fuselage) at what has been described as “a fraction of the price of newspaper adverts”.

“Ryanair is Europe’s largest carrier, flying more aircraft between more airports and carrying more international passengers than any other airline,” commented Ryanair’s Robin Kiely.

“And it’s not just low fares that we deliver as we’re now offering businesses the chance to reach millions of consumers through livery advertising on our fleet of 303 Boeing aircraft, ensuring their brand is featured on Europe’s largest – and cheapest – outdoor advertising medium.”

Ryanair is well-known for exploring all potential avenues for increasing revenue… we’ll all read the articles about charging passengers to use the toilet and offering standing-only tickets, none of which have materialised to date.

Advertising is not new to them either. According to the Ryanair website, unique advertising options include; Homepage Advertising, Newsletter Advertising, Boarding Card Advertising, Destination Pages Advertising and In-Flight Magazine Advertising.

Therefore, at face value, Ryanair could make a serious amount of money with this initiative. After all, it operates more than 300 aircraft, which transport millions of passengers across Europe, with around 1,600 flights per day. And its not the first airline to try this out... remember the advert for Bulgari designer watches on one of Alitalia's Boeing 747 (see below)?

Advertising for Bulgari designer watches in Alitalia Boeing 747
But what do you, as someone that works in aviation or is passionate about the industry, feel about this latest idea? Will this ruin the beauty of aircraft liveries? Do passengers already face too much advertising during their travel experience? Or is this a great idea to help lower the cost of tickets?

As always, leave your comments below, and don’t forget to sign-up for The Aviation Writer’s FREE newsletter for the latest aviation news, photos and video. Click here to subscribe.

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27 comments :

  1. Pasting of advertisements on the fuselage exterior is another step to boost the revenue from the ancillary stream. However, the return on investment has to justify such a measure. In flight advertising has been quite popular for sometime now by using various locations such as the meal tray, meal boxes, adverts pasted on the glass panes at the front and the aft section of the aircraft etc. Pasting of advertisements on the exterior of the plane represents only one challenge in my mind which is that it limits your audience that the brand it targeting for, and how does one measure the success of such a campaign that can be quantitatively measured, be it through how many do actually view the advertisement or to further go ahead how many do actually result in buying the product or the intangible service as advertised.

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  2. The man is a genius in making money...FACT.... forget the rest that hate him for being so good at what he does.

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  3. Rachel EhrenbergJuly 19, 2013 at 5:03 PM

    OK with me, as long as they don't charge to use the toilet.

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  4. My name on a Ryanair jet? Not today, Tomorrow, Nor the Next.

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  5. If it brings about free baggage fees for passengers, do it. But if it's simply a money maker, scrub it.

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  6. Trying too hard to be Richard Branson I think- he will be wearing a dress next..

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  7. Wow!! That's a little sketchy...it will start to get confusing when you see Ryanairs with McDonalds ads!

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  8. This man...... soon he will charge passengers for cabin pressurization too.

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  9. Bernard BarbabosaJuly 20, 2013 at 9:09 AM

    Volaris made the same thing.

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  10. Not surprising that it's Ryanair that would come up with such a scheme to increase revenue. Don't think it will turn off their passengers.

    I believe that their passenger profile is mainly madeup of those looking for the cheapest fare and not to concerned about service and I would assume aesthetics makes no difference to them.

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  11. So, what's new here?
    Southwest has had the Shamoo plane, the Simpson's plane, and others. They're not the only one.
    I"m (pretty) sure they didn't do it for free.

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  12. It's a weird move but I think it will catch on with LCC's.

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  13. This is a concept that is at least 20 years old. Not many people probably recall Western Pacific Airlines based out of COS that did this year's ago - they called them "Logo-jets"...
    http://en.wikipedia.org/wiki/Western_Pacific_Airlines

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  14. One of the most colourful advert carriers was ONE TIME of SOUTH AFRICA. The external carried large photo type adverts. On the inside each fold away meal tray carried a variety of advert photos.

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  15. Donald DaughertyJuly 21, 2013 at 2:29 PM

    This was my idea in 1990 and it was my masters thesis. I used Coors beer as an example and had the silver bullet on a 737-400 aircraft. This has been done now for over twenty years... look at Southwest Airlines.

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  16. I think a rival airline like easyjet should use this as a great marketing tactic "fly easyjet".. How would that go down with ryanair?

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  17. Novel way to keep the transportation cost down, no inconvenience to passengers and meeting all safety norms. When the going gets tough the smart innovate to keep the revenue flowing. I am impressed and hats off for thinking out of the box. Inspiring and good to find somebody thinking to meet the challenges head on. Somebody had the idea always floating in the head with all the big wigs donning their thinking hat and only brave have the guts to tread into uncharted waters. Better than having a cartoon on the aircraft and yet earn huge revenue. Bravo and well done.

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  18. I don't think it is a turn-off at all. When I worked at Pierre Elliot Trudeau International, Sunwing airlines has planes that were leased from overseas - they had designs and on them. AeroMexico had Captain America on their planes fuselage. Air Canada had some planes with Olympic graphics. It can be a great work of art to transform a plane into an ad. Certainly it gets a message across to a huge audience at various airports including ground crews. Why should a passenger care about the outside of the plane anyways? I just wish that every Canadian airline would stop choosing white as one of their colors and get more creative with their logos and designs. Easier for ground crews to spot a plane with an ad - lol!

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  19. Utter desperation, and will it reduce the cost of a ticket for an airline that even wanted to charge to use the lavatory? SICK!

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  20. Indeed. If you can sell inside and outside space toofor advertising.......

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  21. They would probably have to pay for like 5 years in advance (or whatever the length between paints is).

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  22. I don't think this is much different that placing ads on buses. I'm surprised more airlines don't do this already.

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  23. Haha imagine if Easyjet had an advert on Ryanair.

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  24. Not surprise at all as when they tried to charge customers for using the lavatories inboard, there strategy has worked so far for them and they will continue to push the boundaries in the aviation world!!!

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  25. It’s a clever move. Ryanair always come out with innovative ways to tap into ancillary revenue.

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  26. It's not precedent setting, just look at motorsports. Heck, any sport. They are all festooned with sponsors and I think people have grown accustomed to that. So why not on an airliner? Except, it's a bit more complicated when the sponsor fails to renew. Maybe giant peel-off stickers?

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