Heard about this on TV earlier - they've put this in a national paper with that photo of the kid at the cockpit window  

http://www.ryanair.com/press/2004/apr/gen-en-010404.html

Ryanair, Europe’s No.1 low fares airline, today (1 April) announced their decision to put kids first with a fantastic “kids fly free offer” available on www.ryanair.com

The two pioneering kids Owen Lee and Joe King who convinced Ryanair to do this amazing offer, said:

“Ryanair is No. 1 for low fares, No.1 for routes, No.1 for punctuality, No.1 for customer service and now is No.1 for Kids! As kids ourselves we understand that flying may be boring for parents, but with Ryanair’s exciting new initiative, we promise that flying like this will be fun. We urge all kids to book quickly on www.ryanair.com as we expect to be “blown away” by the demand for this offer and space on the nose of each aircraft is limited to a first come, first served basis”

*Offer available 1 April only – booking terms and conditions on www.ryanair.com

You wouldn't see BA doing this    

Tom