^
Keep New Times Free
4

Spirit Airlines Campaign: "We're Not Smoking Crack"

Spirit Airlines, based right here in Miramar, is definitely known for its infuriating nickel-and-diming borderline tasteless marketing gimmicks.

In 2008, a slogan was "Return of the MILF (Many Islands, Low Fares)"; in 2010, "Check out the oil on our beaches" -- meaning suntan oil -- after the BP oil spill.

In September, National Public Radio got behind the scenes and went into Spirit's marketing department, where employees were kicking around ideas. Spirit Airlines President Ben Baldanza responded to criticism by saying: "Our consumer feedback has been positive, and the only thing we think is obscene is the fares that most of our competitors charge," he said.

This week, Spirit blasted out a new campaign slogan that said "We're not smoking crack" -- perhaps a reference to the crazy antics of Toronto mayor Rob Ford.

Here's the ad:

To which some savvy media consumers (i.e., my Facebook friends) said

"Just fly the damn plane, Spirit"

and

"If Spirit really wants to shock us, they should try being on time."

Regardless, the Wall Street Journal called Spirit "pound for pound, the most profitable airline in the U.S."

Send story ideas to Deirdra.Funcheon@BrowardPalmBeach.com



I Support
  • Local
  • Community
  • Journalism
  • logo

Support the independent voice of South Florida and help keep the future of New Times free.

Keep New Times Broward-Palm Beach Free... Since we started New Times Broward-Palm Beach, it has been defined as the free, independent voice of South Florida, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering South Florida with no paywalls.

We use cookies to collect and analyze information on site performance and usage, and to enhance and customize content and advertisements. By clicking 'X' or continuing to use the site, you agree to allow cookies to be placed. To find out more, visit our cookies policy and our privacy policy.

 

Join the New Times community and help support independent local journalism in South Florida.

 

Join the New Times community and help support independent local journalism in South Florida.