Dive Brief:

• Spirit Airlines launched its first national brand campaign under the “More Fly” brand platform that showcases new premium options from the budget brand, according to information shared with Marketing Dive.
• The campaign, which was created with agency of record Tombras, includes three spots introducing consumers to new offerings, such as a blocked middle seat and no change or cancellation fees.  
• Spots launched the first week of January and are set to run on multiple channels, including paid social, YouTube, CTV and programmatic. The campaign comes as the airline navigates bankruptcy.

Dive Insight:

Spirit is looking to show off its refreshed brand image and attract value-seeking pleasure travelers with a new campaign under a recently unveiled brand platform. “More Fly” shows off offerings such as “Go Big” and “Go Comfy,” which were initially launched in August. Additionally, the campaign comes just a few months after the airline named Tombras as its AOR. 

The airline has been looking for new ways to attract passengers since its bankruptcy filing in November. One area of focus has been introducing ways to increase comfort and convenience for consumers who are looking to save money when traveling. Options such as a blocked middle seat and a larger front seat could help the brand change its reputation as a provider of uncomfortable cheap flights.

The new options were first advertised in the “#NotInTheMiddle” campaign, which featured actor Frankie Muniz and played off the actor’s role as the titular character in sitcom “Malcolm in the Middle.” Spots for “More Fly” follow a similar pattern. In one, a man enjoys more elbow room while sitting next to a blocked middle seat. In another, a man enjoys a larger seat. Each commercial shows a relaxed traveler ending up at an equally relaxing vacation.

While Spirit’s financial future has yet to be determined, the company is hoping its changes to the consumer experience will help to revitalize the brand and its reputation. The airline is hoping to convert travelers looking for comfort on a budget at a time when spend on travel is expected to remain strong in 2025.