Spirit Airlines Bets on Bundled Value With Its More Fly Campaign
Spirit Airlines launched "If you like more, you're gonna love this." in January 2025, a film-led campaign created by Tombras that positions the carrier's More Fly platform around bundled amenities — Wi-Fi, bags, snacks, and drinks included — as a direct challenge to the hidden-fee conventions of the United States budget airline sector.
The campaign carries a clear and deliberate value proposition. More Fly means getting more when you fly — a tagline that reframes what Spirit offers not as a stripped-back, price-only product but as an inclusive travel experience. The bundled amenities highlighted across the campaign extend beyond in-flight refreshments: Spirit also promotes guaranteed blocked middle seats, Big Front Seats, and the absence of change or cancellation fees, according to tombras.com. Together, these elements construct a picture of a carrier moving away from the transactional, à-la-carte model that has long defined low-cost travel in the United States.
Tombras was named Spirit's agency of record in late 2024, per reporting from marketingdive.com, and the More Fly platform represents the agency's first major national push for the brand. The campaign launched on January 6, 2025, as reported by tombras.com, with the creative appearing across paid social, YouTube, connected TV, and programmatic channels. It was listed on Ads of the World on January 10, 2025. The single film asset anchors the entire effort, using a conversational, relatable tone to translate complex airline pricing reform into a simple consumer promise. In the United States — a market where traveler frustration with ancillary fees is well-documented — that simplicity is both a strategic and creative choice. Clapboard Score: 64/100.
Spirit Airlines operates in one of the most price-sensitive and contested segments of the United States travel market. The strategic logic behind the More Fly campaign rests on a precise consumer insight: American leisure travelers increasingly seek fare transparency and experiential value, not just the lowest base price. By bundling amenities that competitors charge separately for, Spirit attempts to reposition the brand within a category defined by add-on friction.
The competitive landscape in United States budget aviation is crowded. Frontier Airlines and Allegiant Air compete directly for the same cost-conscious leisure traveler, both relying heavily on unbundled pricing structures. Spirit's pivot toward inclusion — rather than itemisation — is a meaningful strategic departure. VML was associated with Spirit's 2024 rebrand prior to Tombras taking over as agency of record, per marketingdive.com, suggesting that the More Fly platform represents a continuation and sharpening of a repositioning effort already underway.
The broader market context is significant. The global airline industry carries substantial scale, with Airbus forecasting approximately 4.8 billion passengers in 2025 and annual revenue passenger kilometre growth of around 10.6% for that year, according to Airbus. Within the United States specifically, Spirit's campaign launched during the airline's bankruptcy proceedings — a detail noted by marketingdive.com in neutral-to-positive coverage published January 8, 2025. That context makes the "more" messaging simultaneously a brand statement and a commercial survival strategy. Communicating abundance and inclusion at a moment of financial restructuring is a high-stakes creative decision, and the campaign's straightforward film execution reflects a conscious choice to lead with reassurance rather than spectacle.
The creative execution of "If you like more, you're gonna love this." centres on a single film asset produced for the United States market. The approach is deliberately unadorned: the campaign communicates through direct language and relatable scenarios rather than cinematic ambition, trusting the clarity of the value proposition to carry the persuasive weight. Production credits for "If you like more, you're gonna love this." are not publicly documented.
The film medium is well-chosen for the campaign's objectives. In the travel and leisure category, film allows Spirit to demonstrate the texture of the More Fly experience — the moment a bag is checked without an extra charge, the comfort of a blocked middle seat — rather than simply listing amenities. This show-don't-tell logic transforms a pricing restructure into a felt consumer benefit. The tagline itself, "More Fly means getting more when you fly. Like Wi-Fi, bags, snacks and drinks included. Nice," is colloquial and warm, adopting the register of a friend sharing good news rather than a brand announcing a promotion.
Tombras distributed the creative across paid social, YouTube, connected TV, and programmatic channels, as confirmed by tombras.com, suggesting a media strategy built around high-frequency exposure to leisure travellers across the digital touchpoints most relevant to flight research and booking behaviour in the United States. TrendHunter covered the campaign positively at launch, characterising its approach as aligned with growing consumer appetite for transparent, all-inclusive travel experiences, per trendhunter.com. The choice to anchor the entire platform in a single, unified film rather than a fragmented multi-asset rollout lends the More Fly message coherence — a brand in restructuring communicating with the controlled confidence of one that knows exactly what it wants to say.
No verified performance data for "If you like more, you're gonna love this." is publicly available at the time of writing. Spirit Airlines and Tombras have not released campaign metrics covering reach, recall, conversion, or booking lift in connection with the More Fly platform's January 2025 launch in the United States.
Structurally, however, the campaign makes several sound choices that support effectiveness. The single-film format creates message consistency across a multi-channel media buy spanning paid social, YouTube, connected TV, and programmatic placements, per tombras.com — a configuration well-suited to building awareness among leisure travellers in the consideration phase. The value proposition is concrete and falsifiable: Spirit either includes bags, Wi-Fi, snacks, drinks, and blocked middle seats, or it does not. That specificity reduces the ambiguity that typically weakens airline advertising and gives consumers a clear reason to re-evaluate the brand.
The campaign's greatest structural risk is contextual rather than creative. Launching a "more is better" platform during publicly reported bankruptcy proceedings, as noted by marketingdive.com, creates a credibility gap that no film execution can fully close on its own. The More Fly message depends on Spirit's operational delivery matching its advertising promise — a dependency that sits outside the campaign's creative control. Coverage from News Designrush acknowledged the campaign's positioning ambition while noting the unusual circumstances of its launch. For a brand in transition, the More Fly platform represents a necessary and directionally correct move; whether the United States leisure travel market accepts the repositioning will ultimately be determined by experience rather than advertising alone.
Spirit Airlines' "If you like more, you're gonna love this." campaign promotes the More Fly platform, which bundles Wi-Fi, bags, snacks, and drinks into the standard fare. Created by Tombras and launched in January 2025 in the United States, it positions Spirit as an inclusive, value-driven alternative to traditional budget carriers.
Tombras created the More Fly campaign for Spirit Airlines. Tombras was named Spirit's agency of record in late 2024, according to marketingdive.com, and launched the "If you like more, you're gonna love this." platform nationally in January 2025 as its first major campaign for the brand in the United States.
Spirit Airlines' More Fly platform includes Wi-Fi, bags, snacks, and drinks as standard amenities. The offering also covers guaranteed blocked middle seats, Big Front Seats, and no change or cancellation fees, according to tombras.com — directly addressing the ancillary-fee frustrations common among United States budget travellers.
Spirit Airlines ran the More Fly campaign across paid social, YouTube, connected TV, and programmatic channels, per tombras.com. The campaign launched in the United States in January 2025 and centres on a single film asset designed to reach leisure travellers during the flight research and consideration phase.
Spirit Airlines' "If you like more, you're gonna love this." campaign receives a Clapboard Score of 64 out of 100. The score reflects the campaign's clear value proposition and sound media strategy, balanced against the contextual challenge of launching a premium-value message during the airline's bankruptcy proceedings in early 2025.
Spirit Airlines' More Fly bundling strategy contrasts directly with Frontier Airlines and Allegiant Air, both of which rely on unbundled, add-on pricing in the United States budget travel segment. By including amenities in the base experience, Spirit's 2025 campaign attempts a repositioning that distinguishes it on value transparency rather than fare price alone.
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