Spirit Airlines: Bare fare campaign

This case study describes how Spirit Airlines, one of the US' most hated airlines, improved perceptions with a 'Bare Fare' campaign that released provocative content that embraced negativity.

Spirit Airlines: Bare fare campaign

Brand: Spirit Airlines

Lead Agency: Barkley

This brash case study embraces the negative, as if it is something to envy. Spirit Airlines, an ultra-low cost model with its unbundled pricing, was one of the most profitable airlines in the US industry. The problem was, its no-frills approach also made it the most hated. The brand needed to improve its reputation and educate customers on its unique way of flying. The 'Bare Fare' campaign took risks to embrace the negativity and create millions of free impressions through provocative content. Spirit did it all with a tiny...

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