Make us your home page

Airline boarding passes to contain ads

Air travelers get bombarded with advertising in airport terminals, on ticket jackets, even on tray tables at their seats. Now comes a new pitch: ads on your boarding pass.

A startup called Sojern, based in Omaha, Neb., announced a partnership Monday with five major airlines to put destination-specific advertising on the boarding passes that millions of customers receive when they check in online.

Delta Air Lines was scheduled to launch ads Monday night for travelers to Las Vegas, then roll them out for other U.S. destinations by Wednesday. United Airlines, Continental Airlines, US Airways and Northwest Airlines will follow "over the coming months," said Sojern CEO Gordon Whitten.

"This will be useful information for their journey on something they already have," said Duane Woerth, a senior vice president and former president of the Air Line Pilots Association.

When customers check in on an airline Web site, they will see beneath the standard boarding pass a list of "destination highlights" for each day of their stay, ads for businesses and links to local restaurants, clubs and other attractions. They can print boarding passes with or without the ads.

Sojern will sell advertising and split revenue with the carriers. Whitten and airline officials would not say how much the ads should generate. But as many as 30-million Northwest customers a year will see the ads, said Al Lenza, vice president for distribution and e-commerce for the airline. "This will be responsible for many millions of dollars for each airline," he said.

Steve Huettel can be reached at or (813) 226-3384.

Airline boarding passes to contain ads 07/15/08 [Last modified: Tuesday, July 15, 2008 12:06am]
Photo reprints | Article reprints

© 2017 Tampa Bay Times


Join the discussion: Click to view comments, add yours

  1. No toll lanes north of downtown Tampa in three of four interstate proposals


    TAMPA — Express lanes may not be coming to downtown Tampa after all. Or at least not to the stretch of Interstate 275 that goes north through Bearss Avenue.

    Seminole Heights resident Kimberly Overman discusses the new interstate options with V.M. Ybor resident Chris Vela (left), Hillsborough County Commissioner Pat Kemp and HNTB consultant Chloe Coney during a Tampa Bay Express meeting Monday night at the Barrymore Hotel. [CAITLIN JOHNSTON  |  Times]
  2. Pinellas grants St. Pete's request to add millions to pier budget

    Local Government

    Times Staff Writer

    The Pinellas County Commission has granted St. Petersburg Mayor Rick Kriseman's request to dedicate millions more toward the city's new pier.

    The St. Petersburg City Council on Thursday  voted 7-1 to appropriate $17.6 million for the over-water portion of the Pier District. This is a rendering of what the new Pier District could look like. [Courtesy of St. Petersburg]
  3. Pinellas licensing board loses support for staying independent

    Local Government

    CLEARWATER –– The Pinellas County Construction Licensing Board on Monday lost its strongest supporter for staying independent.

    State Sen. Jack Latvala, a Clearwater Republican running for governor, said Monday that he will no longer support any legislation to keep the Pinellas County Construction Licensing Board independent. This photo was taken in August. [SCOTT KEELER | Tampa Bay Times]
  4. Triad Retail Media names Sherry Smith as CEO


    ST. PETERSBURG — Triad Retail Media, a St. Petersburg-based digital ads company, said CEO Roger Berdusco is "leaving the company to pursue new opportunities" and a member of the executive team, Sherry Smith, is taking over.

    Sherry Smith is taking over as CEO at Triad Retail Media, the company announced Monday. | [Courtesy of Triad Retail Media]
  5. Two new condo projects for same street in downtown St. Pete

    Real Estate

    ST. PETERSBURG — It lacks the panache and name recognition of Beach Drive, but 4th Avenue N in downtown St. Petersburg is becoming a condo row in its own right.

    Bezu, a condo project planned at 100 Fourth Ave. NE in downtown St. Petersburg, will have 24 units including a three-level penthouse with infinity pool.
[Courtesy of Clear ph Design]