Looking to reach Europe? Try a plane.
November 6, 2005
Ryanair, the Irish airline, has an ad venue capable of spreading a message with the speed of a jet, or about 500 miles per hour.
Ryanair is offering advertisers seeking pan-European coverage the opportunity to wrap the entire exterior of a Ryanair jet, literally everything, wings, tail, body and nose.
This is more emotive than a billboard. To have your corporate colors on one of these brand-new aircraft speaks volumes about your aspirations in the market, says Stephen Kiggins, managing director of Inflight Media, which will be selling the venue for the airline.
The cost: $178,000 a year, with a two-year minimum contract. Add to that the cost of painting the plane, or about $145,000.
Just how many people might see such an ad is difficult to calculate, but Ryanair figures it could be as high as 2 million a year.
It calculates that 550,368 actual passengers will see it as they board the plane, as its planes are boarded from the ground, not via jetways. (That’s based on 189 seats per plane and eight flights a day, presuming of course that each flight is full.)
The remaining 1.5 million or so views will come from a portion of the foot traffic at the airports the plane visits, folks looking out the windows of the terminals. Ryanair flies to 107 cities in 21 European countries, making its planes a suitable medium for a pan-European advertiser.
The airline first began offering the ad space on an ad hoc basis 10 years ago, signing up such brands as Hertz and Jaguar, but the program lost momentum when management turned its attention elsewhere. Thus the hiring of Inflight Media.
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