Arun Sudhaman

Working the angles around media, comms and marketing.

Frontier Airlines searches for PR agency to assist turnaround

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Posted to the Holmes Report here

Low-cost carrier Frontier Airlines is searching for a US PR agency to build its national profile, two years after emerging from bankruptcy.

The airline, which currently serves over 70 destinations in the US, Mexico and Costa Rica, issued an RFP to PR agencies earlier this week. After a turbulent three-year period, Frontier is hoping to forge a distinctive national positioning in 2011 to separate it from key rivals like United Airlines and Southwest.

In 2008, Frontier filed for bankruptcy, before being acquired by Republic Airways Holdings in 2009. In 2010 Republic merged the brand with sister carrier Midwest Airlines, enabling Frontier to significantly expand its route map.

Frontier’s marketing is best-known for its use of animals on its airline tails and in its advertising, which plays on the brand tagline: “A whole different animal”. The airline is seeking an agency that will take its “hometown” appeal to a more national audience, while Denver rivals United Airlines and Southwest undergo mergers this year. An increase in traffic to its website is also a priority.

Campaigns are expected to focus on the airline’s key hubs: Denver, Milwaukee, Kansas City and Omaha, in addition to West Coast markets and Texas. Frontier also serves a range of destinations in Mexico and Costa Rica.

It is understood that Frontier is hoping to have the new agency in place by March. Airline representatives did not respond to request for comment as this story went live.

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Written by Arun Sudhaman

February 3, 2011 at 11:57 am

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