ATW Editor's Blog

You’ve gotta love the Spirit Airlines’ spirit; even if you’d rather eat glass


In one of the smartest marketing campaigns this year, US ultra-low cost carrier Spirit Airlines has launched a “hug the haters” promotion.

Spirit CEO Ben Baldanza, who is also one of the smartest airline CEOs out there and who regularly makes fun of himself and his (nicely profitable) airline, says in the press release issued today,  “We want to change the way people think about air travel and educate them about the Spirit way of traveling. We're going to Hug The Haters. They can share their frustrations with flying, and in return, we're going to give them 8,000 FREE SPIRIT Miles, which gets them very close to an award flight."

And those Fort Lauderdale, Fla.-based folk have come up with this entertaining video:  The song, which admits many of its passengers seem to hate them and send them hate tweets, includes the wonderful line: “It’s a cheap seat for a cheap ass.”

And they invite people to go to to “let go of their hate” and learn why and how Spirit keeps their costs low so they can go….even if, as the song says, some people would rather eat glass.

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