Diving overview:
According to information shared with Marketing Dive, Spirit Airlines has launched its first national brand campaign under its “More Fly” brand platform that introduces new premium options from budget brands. The campaign, designed in collaboration with agency of record Tombras, features three spots that introduce consumers to new services, including blocked middle seats and free change and cancellation fees. Included. The spot will launch in the first week of January and will run across multiple channels including paid social, YouTube, CTV and programmatic. The campaign comes as the airline navigates bankruptcy.
Dive Insight:
With a new campaign based on its recently announced brand platform, Spirit hopes to show off its revamped brand image and attract value-seeking travelers. “More Fly” introduces products such as “Go Big” and “Go Comfy,” which were first launched in August. Additionally, this campaign comes just months after the airline named Tomblas as its AOR.
The company has been looking for new ways to attract passengers since filing for bankruptcy in November. One of our focus areas is introducing ways to increase comfort and convenience for consumers who want to save money when traveling. Options such as blocked middle seats and larger front seats could help change the brand’s reputation as a provider of unpleasant cheap flights.
The new option was first promoted in the “#NotInTheMiddle” campaign, which featured actor Frankie Muniz in the actor’s role as the title character in the sitcom “Malcolm in the Middle.” The “More Fly” spots follow a similar pattern. In one photo, a man enjoys more elbow room by sitting next to a blocked-off middle seat. In another photo, a man enjoys a large seat. Each commercial shows a relaxed traveler on an equally relaxing vacation.
While Spirit’s financial future is still up in the air, the company hopes changes to the consumer experience will help revitalize the brand and its reputation. With travel spending expected to remain strong in 2025, the company hopes to change the way travelers seek comfort on a budget.
