Today’s consumers value a frictionless experience. Spirit didn’t need an advertising campaign, it needed to educate their passengers on a different way to fly.
Spirit offers base fares with a range of optional services, allowing customers to choose only the extras they value. But here’s the rub: It didn’t get credit for its unique and wildly misunderstood business model, earning a reputation for nickel-and-diming their customers. They came to us to change the conversation, define their purpose, and reverse the perception.
We repositioned Spirit’s low price as the Bare Fare® and launched a brand curriculum to teach the world how to speak Spirit. Then, we activated hundreds of critical moments across the consumer journey, informed through qualitative and quantitative concept testing that validated the approach.
Increase in Net
Promoter score
Decrease in DOT
complaints
New
planes
We developed a bold strategy and visual brand identity that builds a simple and consistent brand inside and out.
A bold strategy led to bold brand actions including
the BAREFARE™ crop circle which introduced the
brand to flyers.
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