‘Get Mile High’: Spirit Airlines Experiments with Marijuana Marketing


Spirit Airlines promoLow-cost carrier Spirit Airlines is taking advantage of the new law in Colorado allowing recreational use of marijuana. The airline launched a playful promotion on its website and via email, aimed at those who might be considering a trip to the state to light up in celebration of the new legislation.

It's a stark example of so-called "newsjacking," or a company aligning a marketing message with an item in the news. Spirit is offering customers a chance to “get mile high” with $10 off flights to Colorado. “The no smoking sign is off (in Colorado),” a promo on its website reads. “Book today...and be sure to pack some munchies,” the airline urges. Cute.

Spirit is not the first company to piggyback on the new pot rules in the Centennial State. Companies specializing in what has been dubbed “weed tourism,” or, more cleverly, "cannavacations," have been popping up all over the state since marijuana was legalized for recreational use.

The airline’s witty use of the news in marketing has won it plenty of acclaim from amused Twitter users. Still, some will point out that its flippant, marijuana-tinged marketing is inappropriate, especially considering that taking the plant on a flight is still very much illegal.

What do you think of Spirit’s marketing technique?

Follow Brian Greene: @bwilliamgreene




9 Comments

avatar

About Brian Greene

Writer/Editor, PR News



Deals of the Week

Get $150 Off PR News' PR Measurement Conference

 prmeasurement2015-dc-175x135

Join us on April 20, 2015, for PR News’ essential PR Measurement Conference at the National Press Club in D.C., and learn how tie PR metrics to measurable business outcomes.

Use code “150off” at checkout to save $150 on the regular rate.

Get $50 off PR News' Book of Employee Communications

employeecommunications-180x150

In this 5th volume of PR News’ Book of Employee Communications, our authors cover more than 45 articles on crisis communications, social media policies, human resources collaboration, brand evangelism and more.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

 

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.