Spirit Airlines is no stranger to customer complaints, but it now wants to change perceptions with a new marketing campaign.
The Miramar-based airline is rolling out a new "Less Money, More Go" campaign aimed at better explaining its fee-obsessed unbundled pricing model.
CEO Ben Baldanza says fares are on average 40% cheaper on Spirit but admits added fees infuriate some flyers who often feel duped.
"We know some people say they hate Spirit but we’re going to hug the haters," Baldanza said.
"Spirit offers crazy low fares by providing a completely different product than ‘old school’ airlines."
The ‘bare fare’ campaign is hoping to inject a little humor into its no-frills approach by better educating flyers on what a base fare actually includes.
Spirit typically charges extra for bags, drinks and seat assignment, and crams in more seats per aircraft than any other carrier.
The airline has also revamped its website with a new logo and color scheme and includes ‘how to’ instructional videos to show flyers exactly what they get.
Spirit is also focusing on employee training to better interact with customers.
It was awarded the dubious honor of having the rudest flight attendants in a recent survey by Airfarewatchdog.
