Frontier Launches New Brand Strategy

12th May 2003

Denver (May 12, 2003) - Frontier Airlines (Nasdaq: FRNT) today launched its new brand strategy and advertising campaign, designed to identify Frontier as “a whole different animal” and set it apart from the competition. The airline had originally planned to unveil its new branding campaign in March, but postponed the launch as a result of the war in Iraq. The new campaign uses the airline’s well-known, beloved animals, which can be found on the tails of the airline’s 36-aircraft fleet, and builds upon the airline’s desire to do the little things that make a big difference.

Frontier Vice President of Marketing and Planning Sean Menke explained, “We believe our new advertising campaign communicates information about Frontier, and some of the new projects we have initiated, with just the right amount of humor. More than simply launching new advertising components, we’re rethinking some of the ways our industry has done business in the past, and challenging ourselves to take measured risks that will create additional loyalty among travelers.

“In its simplest form, a brand is our promise to our customers. Frontier’s branding project began nearly one year ago, when we began to gather extensive customer and employee feedback. Through that process, we were able to distinguish what’s important to those who not only fly with us currently, but also identify elements of service that are important to people who have the potential to fly with us more often.
“What all airline customers cite as being most important to them will come as no surprise, and include value, flexibility, and comfort, as well as finding an airline that is accommodating. Using data gathered throughout the project, we then selected a creative group that could bring those concepts to life, and through that process, the animals on our tails were also literally brought to life in order to help communicate what Frontier stands for, and who we are as a service provider.”
The airline utilized Boulder, Colo.-based Sterling-Rice Group, who conducted qualitative and quantitative consumer and employee research, including surveys and focus groups. Frontier also partnered with New York-based Sticky Grey, a division of Grey Worldwide New York, who provided the creative direction and content for the airline’s advertising campaign, which supports the “whole different animal” theme. The campaign includes television, print and radio components that begin running throughout the Denver market today. Additional details of the airline’s advertising campaign costs are not being disclosed for competitive reasons.
Menke continued, “We’ve taken some bold steps, as a company, including transitioning our fleet to a new, all-Airbus fleet, creating our own frequent flyer program, EarlyReturns, installing DIRECTV services for inflight entertainment, and creating a new, simplified fare structure. We plan to build on those elements that are already in place, with the end goal of creating a sustainable, defensible brand that differentiates Frontier from the competition.”
Denver-based Frontier Airlines employs approximately 3,100 aviation professionals and is the second largest jet service carrier at Denver International Airport. Frontier and its regional jet partner Frontier JetExpress offer service to 38 cities. Frontier’s fleet consists of 36 aircraft, which feature a single-class configuration. In 2002, for the fourth consecutive year, Frontier`s maintenance and engineering department has received the Federal Aviation Administration`s highest award, the Diamond Certificate of Excellence. This award signifies 100 percent of the airline’s maintenance and engineering employees have completed advanced aircraft maintenance training programs. In April 2002, Entrepreneur ranked Frontier one of two “Best Low-Fare Airlines.” Frontier provides capacity information and other operating statistics on its Web site, which may be viewed at


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