SPIRIT AIRLINES

Spirit launched but never told passengers how and why they were different. Wall Street loved their business model, but the flying public HATED Spirit.

We positioned the airline to be positively provocative with a curriculum that defined the brand: With Spirit, your fare only covers your ass + gas. Everything else is extra. AKA “The Bare Fare.”

Total “un-airline” branding from planes to flight attendant uniforms to even barf bags. People are still talking about this airline, but now they’re talking truth.

We hugged the haters with the “Hate-Thousand Mile Sweepstakes” https://www.spirit.com/Spirit101-en.html which gathered an email base and positive buzz. True to our business model, we spent 0 dollars on media.

Every way this brand behaves is “Un-Airline.” We cut a crop circle teasing the Bare Fare, only visible by competitive airline routes for a new Spirit route launch.

The new “Spirit 101” edge-ucational curriculum was right in front of people as they booked travel online.

Since other airlines are red, white and blue, we decided to un-airline and be the only bright yellow fleet in the sky.