Spirit Airlines: New Image Takes off May 9

9th May 2002

Fort Lauderdale, Fla, (May 9, 2002) - Spirit Airlines, the nation`s largest privately-held airline, today unveils a new corporate brand image in tandem with expanded service throughout the United States and the Caribbean.
“The new look is reflective of today`s Spirit Airlines and is just the beginining of several new and exciting initiatives to be announced in the months to come,” said Jacob Schorr, CEO of Spirit Airlines.

From a new look of the aircraft to marketing collateral and advertising, Spirit`s image takes off beginning May 9. The rollout launches this week with an aggressive media cmpaign and onsite inaugurations in Detroit and Fort Lauderdale, Fla. of the first aircraft sporting the new design.

“Spirit is the largest privately-held carrier in the U.S. and continues to focus on solid industry and consumer rankings, leading monthly load factors and profitable margins for 2002,” continued Schorr.

“This is the first phase of a total re-branding of Spirit,” said Tom Anderson, chief marketing officer of Spirit Airlines. “The new brand design was created by Public Image Limited of Coral Gables, Fla.; an international branding firm specializing in aviation.”

“Our goal was to create a brand that would appeal to a broad spectrum of consumers, from the leisure flyer to the entrepreneur business person, ” said David Hedley-Noble, president of Public Image Limited. “We needed to show a combination of the professionalism of the airline and also the human side.”




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