As someone above has already stated "it's got us talking about it, so it's working"..
With one plane/one route they achieved 80% load factor within 7 months. Added second plane at end of last month on the same route, so load factor dropped to 68%. Still not bad IMO.
They have announced new route to DUB from November, so growing steadily. I guess the ad is just a way to get visibility out there to a very new business.
I say good luck to them.