NEW YORK and Fort Lauderdale, FL: Privately-held Spirit Airlines has named Cohn & Wolfe its AOR after fielding a seven-agency bid.
Donna Imperato, the firm's president and worldwide CEO, said that three other firms participated in the third round: Edelman, Hill & Knowlton, and MWW Group. In the final round, she said, Cohn & Wolfe competed against Edelman.
"Our proposition was different," Imperato said. "There are lots of agencies that claim they do corporate branding, but few have a position on [it]."
Liz Beck, New York-based SVP and managing director of the consumer practice, will lead the account. Imperato estimated that there would be a core team of seven people working on the account. She decline to disclose the account amount, but called it "significant."
Cohn & Wolfe plans to drive a national media outreach campaign while shaping brand strategy geared towards both leisure and business travelers.
Imperato said the media outreach focus would be split between trade and consumer press, where the firm hopes to project Spirit's unique positioning for low-fare market.
The Fort Lauderdale-based airline serves 16 cities with 120 daily flights. Its estimated 2003 revenues were $450 million, according to a company press release.