Creating Even More Value in the Media Spotlight

Image: At the helm of an Airplane

Corporate Challenge: Our brand is in the news, what should we do?

Ironbound Strategy: Whether your company is in the news for a good reason or a bad reason, showcase how your company creates value for  customers, employees, and society.

Ironbound Action: Florida based Spirit Airlines was in the news when a baby was born during a flight. The airline has been trying to market itself as “Unbundled Awesomeness”, but is known to the locals as a cheap airline. Reporting on the airline could swing in either direction. Spirit Airlines took charge of their brand narrative by offering gifts to the new mother and the passengers who helped deliver the baby. Then in an unprecedented move, they gave the newborn a lifetime voucher for free tickets to fly on his birthday. When a brand is in the media spotlight, showcasing the values that the brand creates is good, but creating even more value on the spot is memorable. Being memorable is a vital feature of powerful brands.