April 13, 2010
The New Frontier! (Updated)
In an announcement made today by Republic (Frontier and Midwest Airlines Parent Company) the single brand for the two recently acquired airlines will be “Frontier Airlines”.
Obviously this is welcomed news to local Denver fans of Frontier Airlines. But from a business perspective I think this is a brilliant move on Republic’s part. The Frontier name carries with it some great branding, and a fantastic well recognized ad campaign using the much loved animals on the tails to bring a persona to the carrier.
I travel quite a bit, and I try to take Frontier over the larger United Airlines when Frontier flies where I want to go (too bad they axed the Jacksonville flight). I find the treatment I receive in the air is fantastic, the leg room (even in steerage) is ample for my long legs, and the in-flight entertainment options (Direct TV) is quite the welcomed distraction on some of my longer 4+ hour flights.
Now the work of incorporating two well respected airlines begins. Branding is much more than painting talking animals on your tails. It is attitude, consistency, care, and paying attention to Customer Service details!
A few things I suspect the execs will have to begin looking at in earnest:
- Addressing fleet distribution and routes
- Aircraft type consolidation
- In-flight Entertainment options on the Embraer fleet
I flew Midwest many years ago when they were first regaining some market share, and I was very impressed with their service and too their in-plane comfort.
I am glad to see the decision go in favor of the Frontier brand and image… but I will welcome the chocolate chip cookies!
Indeed a New Frontier will be flying over my backyard.
UPDATE: New Frontier Commercial in honor of adding a Badger to the tails:
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Posted by: Clay | Apr 16, 2010 12:00:14 AM