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Oh no, they didn’t! Spirit uses naughty acronym for fare sale

December 3, 2007

It turns out Spirit Airlines, the “ultra” low-fare carrier that bloggers love to hate, is also ultra tasteless. Its latest fare promotion uses a naughty acronym — MILF — to get our attention. And that’s exactly what it’s done.

The MILF Sale — short for “Many Islands, Low Fares” — is billed as the perfect opportunity to “book that trip to paradise.”

Yeah, right.

If you know what a MILF is, you’ll get the double entendre. (Here’s the definition, but be warned that it’s not for family audiences.)

I have to say that the actual sale, which offers discounted fares to destinations like Cancun, Kingston and St . Thomas, starting at $9, doesn’t look so bad. But the campaign has been the talk of the blogosphere over the weekend.

“Spirit Airlines has oft been fond of strange fare sale names and promos,” our friends at Gadling observed. “I think this one takes the cake.”

“Unfortunate wording,” said another blogger.

Added blogger Ben Spark, “I bet that got your attention.”

Yes, Ben, it did.

The message seems pretty clear: Spirit doesn’t have a problem taking the low road when it comes to promoting itself.

It’s already taken the low road a time or two in dealing with its customers. So on balance, this promotion should come as absolutely no surprise to observers of the airline.

Christopher Elliott is the author of Scammed: How to Save Your Money and Find Better Service in a World of Schemes, Swindles, and Shady Deals. Critics have called it “eye-opening” and “inspiring” — it’ll “grab your attention and won’t let go.” Order your copy now on Amazon, Barnes & Noble or iTunes.

12 comments

  • Joe F.

    Chris = you must be desperate for content. For as amusing or insulting as this may be – it is not all that much of a travel issue for people. Spirit is a horror story waiting to happen – but insulting mothers i’d like to is not that much of a travel story. . . .

    The blogsphere is all a buzz over Ron Paul and his links to the tin foil hat / trilateral commission brigade but that is no more of a travel story that this one is.

  • Christopher Elliott

    Agreed. This is a frivolous blog posting. I was desperate and bored.

  • Greg M

    But at least you’re honest!

  • Carrie C.

    I lead a traveled, but sheltered life. I had never heard this expression before you taught it to me, Chris. I bet I’ll hear it again real soon now, as usually happens!

  • MrBadExample

    Chris,

    The “Killer B’s” (B. Ben Baldanza, CEO and Barry Biffle, Chief Marking officer) have been doing this stuff since US Airways. The slogan “What are you going to do with the extra six inchs” refers to First Class seat pitch so get your minds outta the gutter all of you. That was from the GoFares days at US Airways.

    MILF, SCHMILF, if it sells tickets that’s all that matters. Beside why not Trailer Park humor for an airline that caters to the Trailer park crowd. Go to a Spirit gate and observe the numbers of Hefty Bag luggage.

    The humor is appropriate for the target audience.

  • http://www.claws-and-paws.com/ Douglas Muth

    Aww, it looks like they discontinued the promotion. Trying to go to that page redirects you to the main page of their website.

    But not before I made a screen capture:

    http://www.flickr.com/photos/dmuth/2084297701/

  • Andy M.

    Chris,

    Let this be a lesson to you. In the future, be SURE you run everything by Joe F. to ensure the content meets his approval. After all, it ain’t a travel issue unless he says it is, and I am sure you want to stay on target.

    It’s not like this is your website to just do with as you please.

  • Joe F.

    Thanks Andy – I like that!

    I shoulda put the ;-) at the end so everyone would know how tongue in cheek my comment was – Chris obviously got it!!

    But, in case he wants to take Andy’s serious advice – I do have a biting knowledge of what is ‘real’ issue . . .. hahhahaha

  • NVZ

    The real issue is….. does Spirit give discounts for actual MILFs?

  • Andy M.

    The problem with tongue-in-cheek humor, particularly where blogs are concerned, is the difficulty in segregating the pranksters from the nutcases. I had you figured for the latter. I am pleased to learn that I was wrong. My apologies.

  • MrBadExample

    By The Way the fare is back after being pulled. Sale ends soon

    Many Islands Low Fares

  • http://www.ffocus.org Mr Bad Example

    I thought it was very clever and cute.

    The CEO and CIO B. Ben Baldanza and Barry Biffle have a nickname around our house. “The Killer B’s”. We live near ACY and I’ve no problem with flying Spirit.

    When you fly a smaller carrier with only one to ewo flights per day you can plan on getting stuck if and airplane breaks.

    As to the advertisements. If it get’s you to buy a ticket, create blog activity and further free publicity then it’s an effective campaign.

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