South Florida-based Spirit Airlines is known for being cheap. It boasts "ultralow" base fares and then charges for items such as carry-on luggage or printing out your boarding pass at the airport.
That thrift carries over to Spirit's advertising. Even compared with other low-cost airlines, Spirit spends almost nothing on ads. And yet the company makes a surprising splash with its campaigns. A visit to Spirit headquarters reveals the secrets of its marketing.
A U.S. bankruptcy judge on Thursday indicated that he's leaning in favor of a allowing American Airlines to emerge from bankruptcy, clearing a major obstacle to the carrier's planned merger with US Airways.
Even if passengers aren't eager to celebrate, airlines are. The fees, born in 2008, helped financially desperate carriers stay aloft as the U.S. economy was spiraling down.
"That was a watershed year that scared the bejeezus out of the airline industry," said Mark Gerchick, an aviation consultant who has just released a book, Full Upright and Locked Position. Even as ticket sales were sliding, jet fuel prices were shooting to historic highs.