Spirit Airlines hits the headlines with another controversy. Their employees are urging the discount airline to discontinue a new policy that requires fight attendants to wear aprons with beer logos. A spokeswomen for the Association of Flight Attendants called the aprons “demeaning.” Read more on Yahoo! News.
Spirit Air Apron Controversy © Anne Norman
This isn’t the first problem Spirit has faced. They were also criticised for using sexually-explicit advertising in connection with their MILF: Many Islands, Low Fares (below) marketing campaign. This refers to an explicit term that was popularized by the film American Pie. Spirit executives deny the connection. The racy advertisements were mentioned along with the aprons as a pattern of behavior from the company. Read more on ABC News.
Spirit Air MILF Advertisement © Tifotter
Spirit Airlines continues to walk a thin line. Their earlier advertising campaign was successful in that it brought the company into the spotlight without consequences. The latest gimmick, however, has the potential to lead to press attention that may hurt the airline. With words like “demeaning” being flung, it may be a campaign that they regret.
Has Spirit Airlines crossed the line?
Read more about issues with Spirit Airlines or Delta’s decision to charge overweight passengers double the fare.
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Gennaro Salamone is the founder and editor of Enduring Wanderlust. Feel free to contact him with questions, comments, or inquiries with reference to contributing a travel article or photograph for publication.
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Lisa
I’m mixed on this one. The earliers ads were a little over the line, but fine. The apron thing seems unnecessary. If they have to advertise can’t they just put it on the flight jackets? Not the end of the world. I assume the male attendants will be wearing the aprons too.
Ryan | LifeGawker
Prior to this I had never heard of the MILF campaign. Having worked in the marketing department for a large, Fortune 500, corporation, I can see how the executives might be ignorant to the connection of thier version of MILF and the rest of the worlds. But, you know that someone somewhere in Spirits marketing department knew exactly what they were doing, creating buzz.
As far as the aprons go. I say if there is an actual need for aprons, which does not seem to be the case since the flight attendants more than likely would support and not protest, then go with aprons. But, it seems to be a creative way to get some ad placement for the beer companies.
Ryan
Seth
Spirit is just looking for some publicity. At least with the earlier ad. Not saying the executives knew about the term, but there is no way another person didn’t point it out before it was launched.
The apron thing is going to bite them. It’s the kind of thing that gets the wrong attention (from reading about it…lots of upset attendants). Then again, lots of free coverage. And every likes cheap airfare.
Gennaro
@Ryan
You make some strong points. Maybe it would have been a good idea to bring in the flight attendants before announcing it to get feedback. Then again, Spirit might have wanted a little free publicity considering their first ads.
@Seth
It will be interesting to see it play out. Hopefully, the two sides can work it out. I’d be much more concerned that they don’t feed their passengers 🙂
Ashley
Publicity, publicity, publicity.
Dinny
That advertisement would have my attention. Missed it the first time around. I think it strange to advertise alcohol on the flight attendants who then have to make sure passengers aren’t too drunk and unruly.
Gennaro
@Ashley
Likely
@Dinny
Interesting point on the alcohol.
Trey - Swollen Thumb Entertainment
I’d be willing to believe that the M.I.L.F. was due to how out of touch some white collar executives can be and the fact that they like to surround themselves with brown nosing yes men. But all of the other campaigns that they’ve held leads little reason to believe that it’s not a double entendre.
However, I don’t see any big deal about the aprons? So what if you’re advertising on your uniform? Big deal! Is it some kind of civil rights issue when Wal-Mart has their cashiers wear buttons advertising movies and video games? How is advertising beer demeaning to women? I mean what’s next? Would a uniform depicting “Spirit Airlines” make them walking billboards? If not, then why is it different for a paid advertiser?
Has Spirit Airlines crossed the line? It depends. With the aprons? No. With their marketing? Yes.
Snow
I believe that the Spirit Airlines is into a great publicity stunt. I just hope something good will come out of it. 🙁
Goodluck to them.
Gennaro
@Trey
Advertising is so common now is almost every area that it’s not going to be viewed as a big deal especially if it means lower air fares. Interesting point about Wal-Mart.
@Snow
It would be nice if they can all work it out without further drama
kelly
That’s a very nice apron to wear but why do they have to pull in “beer logos”? Are employees allowed to drink beer while serving customers on airplanes?
I see this bad publicity as a desperate ‘cry’ for attention but….poor employees! I hope in future there are better ideas for their campaigns!
Good post – opens my eyes to things I may have not otherwise know!
P.S. Thanks for visiting my blog recently Gennaro. Much appreciation!
Gennaro
@Kelly
They’re getting plenty of publicity. Mostly negative. I just hope they can work it out so that both sides are happy.
maiylah
interesting publicity stunt… and it seems to be working for them!
Gennaro
@maiylah
And I contributed to it.
Tabitha (From Single to Married)
I have to say that it was the first thing that I thought of when I saw the MILF (and I’ve never seen American Pie!). So yes, I think someone knew what they were doing and yes, I think they crossed the line. The line of good taste anyway.
Gennaro
@Tabitha
If not, it was quite the coincidence. I guess it comes down to whether or not their customers care. I’m thinking customers care most about low fares.
estan
i think they are adherents to the adage that any kind of bad press is (still) good publicity.
Gennaro
@Estan
I think you’re correct. And this king of press is free. Except for a little bit of a headache, of course.
Spot Cool Travel
Spirit is also one of the only (perhaps THE only) airline that posted a profit for the last quarter. Not that their profit linked to the beer aprons. I just saying . . .
Gennaro
@Spot Cool Travel
Whatever works for them. They definately benefit from having low fares, in part, because of few services (pay for food and drink, for example). In the end, those who select Spirit for their fares aren’t going to care about the advertising.
Queenie
Actually, I’ve stayed away from Spirit Airlines for this reason. Not the beer ads on the aprons, but the racy advertising. It bothers me. I’d rather go with another low-cost carrier – or even pay a bit more – rather than to be subjected to the tasteless advertising.
Gennaro
@Queenie
It’s an attempt to get as much press as possible without spending big advertising dollars. They figure a known name paired with cheap fares will get them business. It also annoys quite a few people.