Spirit Airlines Seeks New Image

Low-cost carrier Spirit Airlines wants a new image to combat widespread customer dissatisfaction. Recent polls for PRIG and Airfarwatchdog have seen the company rated as the most complained-about airline with the rudest flight attendants. With fares up to 40 per cent cheaper than other airlines Spirit is a good choice for budget travellers, but less-than-obvious additional fees can lead to unpleasant surprises. Spirit Airlines charges for both checked and carry-on luggage, for instance. A new website, advertising campaign and logo explains the airline’s ultra-economy approach to travel. The company hopes better marketing will ensure customer expectations match the service provided

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