Proposal for Spirit Airlines marketing 360-campaign that completely rebranded the company’s image by targeting college students in an effort to influence first time flyers to choose Spirit. The Slogan, “Not Your Parent’s Spirit,” showcases the changes in Spirit’s reputation and the differences between its past and its present. The focus of this yearlong campaign is to bring awareness of the airline to millennials and to change its current perception.
Creative Style Guide
The Spirit Airlines’ rebranding proposal included a change in visuals and creative design. A brighter palette for Spirit’s color scheme which in turn provides a fresh approach toward accomplishing the goal. The color selection is based on the original color of Spirit Airlines, which attempted to bring a bright and youthful air to the brand. The new gray color adds a feeling of trust and reliability while also softening the color tone, which adds comfort.
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