Airlines Launch Ads On Online Boarding Passes

    July 15, 2008

Half a dozen major airlines will begin displaying ads on boarding passes for passengers that check in online.

New Airline Industry Boarding Pass

Omaha based Sojern Inc. is selling the ads and passengers flying to Las Vegas on Delta Air Lines will be the first to see the new ads starting today. Along with the ads on the online boarding passes they will also feature weather forecasts, restaurant information and event promotions for the destination.

The airlines hope the ad campaign with Sojern will help generate revenue for the struggling industry as it faces record fuel prices. Other airlines that will be participating include American Airlines, Continental Airlines, Northwest Airlines, United Airlines and US Airways.

The other airlines will introduce the ads on domestic online boarding passes later this year. The airlines own a minority stake in Sojern and will share the revenue from the ads. They did not say how much they expect to make.

The initial advertisers include shoemaker Crocs, Cirque du Soleil and Omaha Steaks International.

Delta will initially introduce the ads only on flights to Las Vegas and will add all other domestic destinations by the end of the week. The ads will be launched for international destinations later in the year.

"With millions of our passengers checking in online at each year, the boarding pass becomes an increasingly valuable tool for sharing relevant, timely offers and destination-specific content with our customers before they travel," said Marc Ferguson, general manager of Global Partnerships for Delta.