Frontier selects LMF for creative approach

DENVER: Frontier Airlines has selected Denver-based Linhart McClain Finlon Public Relations (LMF) as its AOR following an almost three-month long search.

DENVER: Frontier Airlines has selected Denver-based Linhart McClain Finlon Public Relations (LMF) as its AOR following an almost three-month long search.

As previously reported in PRWeek, Frontier began its search for an AOR in mid-March with the release of an RFP. The airline did not previously have an AOR, but used Denver-based Schenkein for crisis communications. Schenkein was considered as a candidate for the RFP.

According to Joe Hodas, director of corporate communications for Frontier, the RFP was sent out to seven agencies after an initial request for quotations to gauge the size of agencies and their expertise when dealing with the unique concerns of the airline industry.

“In regards to Linhart, their understanding of our brand became more important to their ability to tell our story than [if] they were physically located in a strong media center like New York, LA, or Chicago,” said Hodas. “They took a really good, straightforward approach that matched our PR philosophy here.”

Frontier is hoping that LMF will be able to generate national recognition for the airline outside of Denver and be able to come up with a creative approach for when they expand to new markets.

“Frontier is a brand that we have long-followed and long-admired,” said Sharon Linhart, managing partner of LMF. “Frontier has a lot of great stories to tell and our job will be to tell those stories on a national and international basis.”

Work for the one-year contract began immediately. Linhart said that there are no solid campaigns in place yet, but LFM is looking to incorporate Sam Adams, Frontier founder, and Jeff Potter, CEO, in international media outreach efforts. According to Hodas, the account will be one of the larger accounts that LFM handles. 

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