No-frills US carrier Spirit Airlines, known for its in-flight advertising offerings, is branding its planes with images of Looney Tunes characters in a new initiative with Turner Media-owned Cartoon Network.

Aligned with the launch of the all-new TV series The Looney Tunes Show, which premiered on May 3 on CN US, Cartoon Network and media company Global OnBoard Partners have branded the interior of the entire fleet of Spirit planes with images of Bugs Bunny, Daffy Duck, Porky Pig and other Looney Tunes characters. The interior plane wraps appear on the overhead bins, skyline panels above the windows, bulkhead walls and tray tables of three Spirit Airbuses. Other aircrafts will only feature the characters on tray tables until early June.

The average interaction time with the campaign is estimated at 2.5 hours on each Spirit aircraft flying throughout the US, the Caribbean, and Latin America. While traditional advertising provides consumer recall of between 5% and 12%, the Looney Tunes experience is anticipated to provide recall rates of up to 94%.