DanSmoke, the number one electronic cigarette brand in Europe, is kicking off the New Year in a high-flying manner. The e-cigarette forerunner is joining forces with another European favourite, the airline giant Ryanair in an international ad campaign. The DanSmoke "luggage tag", along with a discount voucher will appear on millions of boarding passes starting this month.

With online shops in 18 European countries and with more planned for this year, DanSmoke™ is the leading name in the industry of electronic cigarette products. Now this fast-growing brand seems to have found its perfect match in Ryanair, Europe's favourite airline carrier. The ongoing collaboration combines the global reach and scale of Ryanair, with the innovative products of DanSmoke in an effort to raise awareness about the benefits of e-cigarettes over combustible tobacco.

"We're very pleased to be working together with Ryanair to promote our products. With 189 destinations in 30 countries, Ryanair covers all our current and future markets. So together we make a really great team," said Robin Roy Krigslund-Hansen, DanSmoke's CEO.

Moreover, e-cigarettes, which contain nicotine, but no tar or carbon monoxide, have fast become a popular alternative for smokers looking for an efficient cessation aid that they can use everywhere - be it on the ground or up in the sky. DanSmoke has currently over 50 000 customers around Europe - a figure which is likely to rise, as new countries are added to the list of markets covered.

The DanSmoke "luggage tag" will be featured extensively on boarding passes across the Ryanair network of destinations. During the campaign, nicotine-craving globetrotters can use their Ryanair boarding pass as a key to discount in DanSmoke webshops.