Spirit Airlines Names Tombras as Agency of Record

Spirit Airlines, one of the leading airlines in the United States committed to delivering an enhanced travel experience with flexible and affordable options, announced that it has named Knoxville-based Tombras as Agency of Record (AOR). The agency, which was named the 2024 Ad Age Independent Agency of the Year, was awarded the business.

Tombras will be the airline’s lead partner across creative, media, social, PR and CRM, the company’s entire marketing ecosystem. The agency will reframe how travellers perceive the Spirit brand as it enters a new chapter in its history. Spirit announced significant product and service strides to redefine low-fare travel with new, high-value options providing an even friendlier, more desirable travel experience.

Ted Christie, president and CEO at Spirit Airlines said, “We have reimagined every aspect of our Guest experience and have made major investments in elevating how we interact with travellers, from the airports and inflight to our advertising and marketing across all channels. Tombras has a strong track record, and we’re confident the agency will be a key partner in bringing our transformed offerings to market.” 

The partnership comes at a pivotal time for Spirit as it recently announced a number of exciting new benefits for Guests including travel options with exceptional value, an enhanced boarding experience, designated priority check-in, and expanded Guest-friendly policies. Spirit’s four new travel options include brand-new premium selections that include benefits such as snacks and drinks, carry-on and checked bags, priority check-in and boarding, and Wi-Fi. The new offerings also include economical options that provide affordability and flexibility. 

Additionally, the brand announced changes including no fee to change or cancel a reservation on any Spirit flight. This policy is among the best in the industry because it applies to every Guest. With so many traveller-focused changes to make Guests aware of, Spirit is embarking on its largest marketing effort to date. 

Dooley Tombras, president of Tombras said, “There’s so much that travellers don’t realise about Spirit, especially those who haven’t flown with them. This brand is so different from everything else in the category. From the iconic yellow planes to the incredibly friendly staff, now is the time to redefine Spirit’s place in culture.” 

Spirit Airlines is the sixth largest airline in North America based on number of flights. With destinations across the US, Latin America, and the Caribbean, the leading low-fare airline is on an accelerated path to expanding its offering to consumers. The airline recently moved its corporate campus to Dania Beach, FL.