Growing up in Denver, I remember feeling that Frontier was Colorado's airline. This was very much to do with the companies marketing strategy. The branding of the airline is "A whole different animal" and the company began painting pictures of wildlife on the vertical stabilizers of thier aircraft, each one unique. In some cases, they would promote new routes. For example, when the airline began flights to florida and the carribean, they painted a dolphin onto the tail. These commercials consisted mainly of dry, witty banter between the different animals as the aircraft sat at the terminal onloading passengers. It was certainly a break from the legacy airline pitches, which showed planes flying at sunset and were still glamorizing the luxury and comfort of travel. Frontier knew that its target market were people who lived in and around Denver who needed to get to surrounding, middle america, locations. Locations which were being more and more underserviced as time went on (the irony being that frontier has dropped the majority of its or...
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May, M. (2012). The Famous FedEx Logo, And Why It Works. The Laws of Subtraction. McGraw-Hill. Retrieved Nov 13, from http://www.fastcodesign.com/1671067/the-story-behind-the-famous-fedex-logo-and-why-it-works
Schrager, M. (2012). Why FedEx’s Marketing Efforts are the Perfect Package. Business Marketing Association, Chicago. Retrieved Nov 12, 2013, from
Wathen, J. (2013). FedEx or UPS: A Rivalry Worthy of Your Attention. The Motley Fool. Retrieved Nov 13, 2013, from http://beta.fool.com/valuemagnet/2013/07/15/fedex-or-ups-a-rivalry-worthy-of-your-attention
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