Frontier Airlines Rebranding Campaign

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Frontier Airlines Rebranding Campaign

After baseline studies indicated that Frontier Airlines was unrecognizable in its own core business area, they decided a new image was in order. Frontier released their new ad campaign “A Whole New Animal,” that built on their solid old brand, but conveyed their new goal – that they are affordable, flexible, accommodating, and comfortable. Frontier Airlines launched their new rebranding campaign calling itself "a whole different animal." The campaign uses the animals that are featured on the tails of the airline's airplanes, such as rabbits and foxes. By catching customer’s attention with talking animals and their tag line, Frontier Airlines is now a very recognizable airline.

Frontier Airlines Rebranding Campaign

Frontier Airlines realized that after 10 years of operation it was time for a new image. Baseline studies indicated that the people in Denver, the airlines home base was not aware of the airlines. Frontier Airlines launched their new rebranding campaign calling itself "a whole different animal" in television, print and radio advertising. The campaign uses the animals that are featured on the tails of the airline's airplanes, such as rabbits and foxes.

Rebranding, as defined by Wikipedia Free Dictionary, is the process by which a finished product developed with one brand or company or product line affiliation is marketed or distributed with a different identity. This can be done purposefully or out of necessity. Frontier Airlines felt the necessity to re-identify themselves.

The original Frontier Airlines was Denver's hometown carrier for 40 years before it folded its wings in 1986 following its purchase by New Jersey-based People Express. The former Frontier carried 87 million passengers over the years and was nationally recognized for both the quality of its service and its outstanding safety record.

Seven years later, the new Frontier Airlines was launched on July 5, 1994 with two Boeing 737-200s on routes linking Denver to Bismarck, Fargo, Grand Forks and Minot, N.D. The company had 180 employees at startup.

As Frontier approached its 10th year of operation, Frontier officials realized an image shift was in order. The airline had established a reputation for friendly and reliable service, and reasonable airfares, mainly appealing to leisure travelers. But they reali...

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...needed to build on the old image. Frontier released their new ad campaign “A Whole New Animal,” that built on their solid old brand, but conveyed their new goal – that they are affordable, flexible, accommodating, and comfortable. By catching customer’s attention with talking animals and their tag line, Frontier Airlines is a very recognizable airline.

Appendix A

Press Release, dated May 2004

Appendix B

Frontier Airline’s old logo

Appendix C

Old Frontier newspaper ad

References

d’Amico, M (2001). The Power of Marketing. Cincinnati, OH: South-Western College Publishing

Frontier Airlines Press Release (April 22, 2004). Frontier Airlines' "Talking Animals" Ad Campaign Receives Critical Praise from Around the Country. Retrieved May 9, 2005 from http://www.frontierairlines.com/news/articleDisplay.asp?article=/general/2004/pr_04222004.news

Griffin, G. (2003, October 16). Frontier enjoying animal magnetism Talking-critter ads, regional focus fill seats, fuel growth [Electronic version]. Denver Post. Retrieved May 5, 2005 from www.diapartnership.org/repository/Frontier Ads.pdf

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