MWW will use an integrated communications program to raise awareness of Frontier's hubs in Denver, Milwaukee, Kansas City and Omaha, and its 70-plus destinations in the US, Mexico, and Costa Rica. The activity, which aims to raise the airline's social media presence, will include brand positioning, strategic messaging, leadership positioning, and media relations.
“We did all our PR in-house before,” said Frontier's VP of marketing Ian Arthur, “and we decided we wanted to move from reactive to proactive mode.”
Arthur said about 15 agencies pitched for the job, from which the pool was whittled down to a handful, including MWW; Turner PR in Denver; and Lindsay, Stone and Briggs in Madison, WI. Frontier signed a one-year contract with MWW in April.
He declined to say how much Frontier would be spending, but added that it is a “substantial commitment.”
“We'll be looking to create a strategy for Facebook and Twitter that is more robust—with greater frequency and more information,” said Kas Rigas, SVP at MWW. Reduced-fare sales will be among the topics handled.
“All of our initiatives are to build the brand,” she added. “They were looking for an agency that would help them be more trusted and relevant. All of our communication efforts will build toward that.”
Rigas said MWW would also reach out to local media in Frontier's hub cities and national media such as women's, men's, parenting and travel magazines.
Frontier, a wholly owned subsidiary of Republic Airway Holdings, carries some 40,000 passengers a day and generates $1.8 billion in revenue annually. Republic also owns Chautauqua Airlines, Lynx Aviation, Republic Airlines and Shuttle America.