Spirit Airlines - Bare Fare

Spirit Airlines - Bare Fare

Turning damage control into an advertising campaign is Spirit Airlines’ latest marketing tactic. Having been named the ‘most complained about’ airline in America, the ultra low-cost carrier has spun the story into a positive and provocative light, and launched a ‘Bare Fare’ campaign in which it aims to ‘educate’ the public on its no-frills business model. Or as the airline’s CEO Ben Baldanza puts it: “Let’s own what we are and make it very clear and transparent about the consumer tradeoffs.” The ‘Bare Fare’ video campaign is an illustrated demonstration and guide on how to navigate the Bare Fare - bare boned air fare that is customizable to every passenger’s needs - and its aptly named ‘Frill Control.’ Some copy of note reads, “It’s not to cramp your style, it’s to save you money.” Unbundled pricing is also a point driven home in the video and is meant to prove that “you only pay for what you want.” Two additional videos that complement the campaign are titled, ‘Jack Goes Bare Fare,’ and ‘Theresa Goes Bare Fare.’ In the spots, Jack simultaneously strips and packs his small-carry on with the clothes off his back, leaving him only in his briefs. Theresa’s video replicates this as she strips down to her underwear. With its provocative nature, the campaign attracts the young traveller, and Spirit hopes their low fares reel them in. Spirit is working with ad agency Barkley to re-brand the airline, complete with a new logo, tagline and the color yellow. The color yellow not only possesses “great stopping power,” it speaks to one’s mood – think “warm, sunshiny and happy,” according to the agency. Since the campaign’s launch, Spirit has earned a large amount of press coverage including nods from USA Today and Adweek.com .