IT IS a battle for the skies which will be fought out at ground level.
Budget airlines Ryanair and Flybe were today going head-to-head in a dogfight for the south's airline passengers.
The low-fare giants were staging a battle of the advertising boards around Southampton Airport as the cut-throat industry's battle for passengers became personal.
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Ryanair bosses, who describe themselves as "irrepressibly cheeky chappies", have hired a trailer to drive a large sign around the airport reading: "If you're looking for low fares, you're at the wrong airport!
"Fly cheaper with Ryanair from Bournemouth."
Ryanair, headed by outspoken chief executive Michael O'Leary, said its aim was to "upset Southampton Airport's management and high-cost airlines like Flybe - and provide a valuable public service to their passengers".
Flybe bosses branded Ryanair's move a "schoolboy stunt, designed only to cover up Ryanair's pitiful passenger numbers".
They also vowed to hit back with a board of their own today.
Last night a spokesman said: "Flybe will have its own ad van at Southampton Airport from 9am, countering O'Leary's desperate measures and highlighting Flybe's superior operations in Southampton."
Never ones to duck a fight, Ryanair returned fire by suggesting Flybe stood for "fly blooming expensive", and said it planned a flights giveaway outside the airport to back up its claims to be cheaper.
Mike Rutter, chief commercial officer at Flybe, said: "Ryanair's latest attempt to disrupt our passengers simply highlights their lack of success at Bournemouth and is merely confirmation that Flybe is number one in the region.
"Their latest stunt is nothing more than a desperate move to cover up their lack of success in Bournemouth."
Flybe, Southampton's largest scheduled carrier, expects more than two million passengers in the next 12 months to and from Southampton on 33 different routes.
Ryanair carried 319,000 passengers from Bournemouth over the past 12 months.
Source: This is Hampshire