Low-fare Irish airline Ryanair is to more than double its ad budget to $14m with most of the additional expenditure directed at promoting its online transactional ticket sales site Ryanair.com.

Unlike most of Europe’s discount airlines, Ryanair is highly profitable and recently signed a $1 million, two-year sponsorship deal with Sky News guaranteeing the carrier 24 mentions daily.

The airline’s incumbent agency, Omnicom-owned Griffin Bacal based in London, was last week merged by its parent with rival London shop, Court Burkitt [WAMN, 30-Jun-00].

News source: Advertising Age - International Daily