Frontier Airlines Selects Sterling-Rice Group

Denver (July 10, 2002) - Frontier Airlines (Nasdaq: FRNT) today announced it has selected Boulder-based Sterling-Rice Group, a nationally known brand development and advertising firm, to provide strategic brand research and consulting services to the airline. The information obtained from the research will help refine the airline`s brand experience, designed to differentiate Frontier`s service in the marketplace and deliver a consistently superior service to its customers.

“We are proud to partner with a firm well-renowned for its creative approach to brand strategy,” said Frontier Vice President of Marketing and Planning Sean Menke. “Frontier is an entrepreneurial company that has developed into a major national carrier since our start-up eight years ago and we now serve 34 cities coast to coast. Although our marketing efforts thus far have focused on our affordable fares, we recognize that we must further differentiate our service and Sterling-Rice Group`s research and strategy efforts will play an integral role as we seek to grow Frontier`s brand identity.”

“Our firm will help Frontier Airlines better understand its customers, their needs and how Frontier can uniquely provide an even better travel experience,” said Rick Sterling, president of Sterling-Rice Group. “It is exciting work for us because it taps into our signature analytic, strategic and creative capabilities.”

Frontier Airlines` selection process for a branding partner involved a review of more than 30 companies nationwide. Sterling-Rice Group will perform qualitative and quantitative research - with a proprietary segmentation process called Quantum Leap?—that includes customer and employee surveys, to provide a strategic framework to better differentiate Frontier`s product.

About Sterling-Rice Group: Sterling-Rice Group has worked with several travel industry clients, including Aspen Skiing Company, Aspen Chamber and Resort Association, Globus & Cosmos, Salomon, Samsonite and TripQuick, in terms of consulting, integrated marketing and advertising.


Beyond the travel and tourism industry, Sterling-Rice Group also has worked with some of the country`s best-known brands, such as Kraft, Bank of America, Quaker Oats, Hewlett Packard, Smirnoff Ice, Pepsi and Taco Bell.

Founded in 1984, Sterling-Rice Group ( offers clients brand development consulting and creatively intense advertising.

About Frontier Airlines:
Currently in its ninth year of operations, Denver-based Frontier Airlines is the second largest jet service carrier at Denver International Airport with a fleet of 33 aircraft and employing approximately 3,000 aviation professionals. Frontier and its affiliate Frontier JetExpress currently serve 34 U.S. cities with 170 daily flights. In 1999, 2000 and 2001, Frontier`s maintenance and engineering department received the Federal Aviation Administration`s highest award, the Diamond Certificate of Excellence, in recognition of 100 percent of its maintenance and engineering employees completing advanced aircraft maintenance training programs. In April 2002, Entrepreneur ranked Frontier one of two “Best Low-Fare Airlines,” and in September 2001, Fortune ranked Frontier 41st on its 100 Fastest Growing Companies list. Frontier provides capacity information and other operating statistics on its Web site, which may be viewed at