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How Spirit Airlines Uses Cheap and Tasteless Ads to Boost Business

Excerpt from NPR

Sep 04, 2013 12:53 am

Skift Take

Spirit executives’ explanation for their untraditional marketing tactics make sense given the airline’s only draw is dirt cheap fares. Making flyers laugh is worth more than a bag of peanuts.

— Samantha Shankman

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Screenshot  / Spirit Airlines

Spirit Airlines releases its second Anthony Weiner online ad. Screenshot / Spirit Airlines


South Florida-based Spirit Airlines is known for being cheap. It boasts “ultra-low” base fares and then charges for things like carry-on luggage or printing out your boarding pass at the airport.

That thrift carries over to Spirit’s advertising. Even compared with other low-cost airlines, Spirit spends almost nothing on ads. And yet the company makes a surprising splash with its campaigns. A visit to Spirit headquarters reveals the secrets of Spirit marketing.

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