DENVER: Frontier Airlines has begun a search for a PR agency after reorganizing its corporate structure.
The airline, which currently does not have an AOR, retains Denver-based Schenkein for crisis communications. Schenkein is also pitching for the AOR account. Frontier expects to use PR as a thrifty way to build its profile, according to Joe Hodas, media director at Frontier.
"The primary issue is one of bandwidth," said Hodas. "While advertising is one way to get national visibility, it's not as cost effective for us as well-placed PR."
He said Frontier is looking to use PR for regional press coverage and direct marketing.
The airline, which is hoping to have an agency in place by the end of the month, serves 48 states and Mexico recently became a wholly owned subsidiary of Frontier Airline Holdings.