It could be something....or nothing!
Flybe were the main sponsors for ITV's regional weather in Bristol with a big splodge on BRS right after they pulled the plug on all but one route from there.
If I was head of
PR at a nationwide airline / tour operator, I would advertise further than my main catchment area....especially with the demise of XL and the good publicity they have recieved through Celbrity Air (or whatever its called?).
Real radio is a chain of stations that covers a large area of the UK. Monarch has probably sponsored all the company's weather ads as they are never far from one of the airports they use....MAN, BHX, LBA, EDI, GLA, BRS, EMA, NCL and BHX are all in the catchment area.