C&W signs Ryanair plane branding deal

Cable & Wireless (C&W) has become the first company to emblazon its branding on the outside of a Ryanair jet as part of a new venture for the airline.

Cable & Wireless (C&W) has become the first company to emblazon its branding on the outside of a Ryanair jet as part of a new venture for the airline.

Ryanair, through Edinburgh-based Inflight Media, is offering companies the chance to rebrand a fleet of more than 230 new planes that are being rolled out over the next two years across Europe.

If the external branding opportunity proves successful with pan-European advertisers, the airline plans to introduce cross-selling of in-flight media, such as headrests and overhead luggage compartments.

C&W has rebranded one plane with its corporate livery. Only doors, which by law have to be a certain colour, and engines, which must retain an airline’s logo, will be untouched. Rights will be offered on a two-year minimum basis, with discounts available for multiple orders and extended deals.

Ryanair head of advertising and ancillary revenue Santina Doherty says: “This is a unique opportunity to reach 35 million passengers a year at 107 airports throughout Europe. We intend to generate additional revenue to keep fares low.”

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