Fourth Edition’s €6.5m Ryanair deal: ThePost.ie


TCH Archives > Sunday Business Post > 2007/06/10 > Fourth Edition’s €6.5m Ryanair deal

Fourth Edition’s €6.5m Ryanair deal
Sunday, June 10, 2007 - By Post Reporter
Ryanair has awarded a multimillion euro contract to Dublin company Fourth Edition to sell advertising space on overhead luggage doors in its fleet of 136 aircraft.

Fourth Edition managing director Martin Barry valued the deal, which was signed in November, at €6.5 million.

‘‘The value is based on 136 aircraft being fully sold across Europe for one year to advertisers,” said Barry. ‘‘Advertisers can buy either the full fleet or we can split the costs among four advertisers, making it affordable to smaller clients with a smaller budget.”

Barry said advertising would be sold on a country by country basis. Ryanair’s Irish fleet has a total of 26 aircraft.

‘‘The average client on the Irish fleet sharing would expect to pay €13,530 per cycle - two weeks,” he said. Mobile operator Meteor is the first brand in Ireland to sign up to the new service. Its campaign, which begins this month, 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,” said Barry.

‘‘We intend marketing the fleet on a pan-European basis and are already in discussions with a number of major clients across Europe.”

Barry established Fourth Edition in Dublin 18 months ago. The company employs six full-time and ten part-time staff at its offices in Ballymount. It has a turnover of €500,000.

The company specialises in out-of-home advertising and has developed a new Aeropanel framing system specifically for the Ryanair deal.

‘‘Ryanair has the diversity of routes, passenger volume and flight frequency to offer major advertisers exposure to an upwardly mobile and captive audience,” said Barry.

‘‘Stg£80 million 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.”