Spirit Airlines

We've always thought that yellow and black should be associated with trusted brands that ooze quality.

Online travel and airline CEOs love it when their companies' advertisements go viral, and they can only pour ice water over their heads, dry off, and admire how the ALS Association has crowd-funded its cause.

Spirit set out to clear the air on exactly what it offers and why and it does so in the airline's own unique style. But a clever Vimeo video and landing page won't be enough to quickly change American flyers' perception of their flights.

Spirit Airlines' image continues to suffer despite its packed planes and the executives are admitting for the first time that there's a benefit in educating flyers about the pros (and cons) of its fare structure.

Spirit Airlines' all-encompassing inflight advertising program is totally in keeping with the airline's culture. Whether it is charging passengers myriad fees or offering advertisers the chance to place their logos on everything from flight attendants' aprons to window panels, no revenue opportunity is ignored.

All things must pass, but Spirit Airlines looks fairly unstoppable for now. Travelers who know how to play the game can take advantage of Spirit's low fares to get to their vacation destination, a little more rumpled perhaps, but carrying a heavier wallet or purse.

We like it when these people make headlines.

Extra fees are making airlines' profits healthier while keeping base fares low for consumers. They're on track to increase each year, which is becoming a good thing for the industry and flyers.

Increased airline fees are almost always discussed in a negative light, but are also largely to credit for airlines' growing profits that lead to job creation instead of loss.

Should we view Spirit Airlines as the corporately responsible greenest U.S. airline or as the best gutter marketer in travel? Despite the mixed marketing messages, Spirit is following both tracks in becoming a highly successfu airline, and the envy of many of its peers.