In an effort to raise money,British Airways plans to begin putting advertising from other companies in its boarding passes.Whilst,the airline will also host advertisements on its website .There are potentially two ways to view this decision , one, that it is a very valuable and potentially profitable way of using space on the company's boarding cards, or two, that the company is so anxious for cash that it had no other option,but to take this move.

The airline mentioned that it had issued more than 12 million boarding passes last year and has 500,000 daily visitors to its website, which would give it ample opportunity to raise additional revenue from third-party advertising. Advertisements on boarding passes would begin appearing from October 1st and would be customized to the passenger and location . Abigail Comber,the airline's manager for brand, scheme and insight, stated that the airline hoped that this initiative will be a positive revenue stream for BA. Cedar Communications which is BA's publishing as well as media sales agency, will be advertising the space for British Airways.British Airways had lost around £401 million last year due to a crumple in its premium traffic due to the recession. British Airways is making every effort in order to slash costs by reducing headcount .

Ms Comber also added that it is a brilliant method for customers of British Airways to be aware of products and services which is germane to them.Bitish Airways is seeking brands with a strong heritage which is on par with BA's own brand values.