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How Spirit Airlines Uses Cheap and Tasteless Ads to Boost Business

Excerpt from NPR

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

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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