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Mascots take to airwaves in new ad campaign

By Chris Walsh, Rocky Mountain News (Contact)

Published April 16, 2008 at 7:30 p.m.

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Denver-based Frontier Airlines launches a new ad campaign today to generate traffic for the busy summer season.

Photo by Frontier.com

Denver-based Frontier Airlines launches a new ad campaign today to generate traffic for the busy summer season.

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Frontier Airlines' popular animal mascots are emerging from hibernation.

The Denver-based carrier, which filed for Chapter 11 bankruptcy last week, will launch a new advertising campaign today again featuring talking versions of the animals that grace its planes. Frontier also plans to eventually unroll an online component by placing banner ads on such high-profile national sites as MSN.com.

It's the carrier's first new TV and radio ad campaign in six months, a relatively long hiatus for a company that developed solid local brand recognition through its frequent, humorous ads. But the carrier has cut down on advertising and marketing as it copes with high fuel costs and other challenges.

Still, it planned to start the new campaigns in several weeks as a way to generate traffic for the busy summer season. In light of its recent bankruptcy, Frontier accelerated the launch date and expanded the scope of the online ads as a way to reinforce the fact that it's still operating.

"We want to get this in front of consumers right away, let them know that we're open for business and still delivering a great product," said Dan Vorlage, Frontier's senior director of marketing and sales.

The TV campaign, which will run at least through mid-May, features two new commercials and an older "classic" one.

The ads don't specifically address the bankruptcy, although Frontier has been debating whether some of them should.

The company has developed an audio spot with animal mascot Larry the Lynx answering questions from reporters about what it has "been like out there" on the tarmac this past week. After talking about what the other animals have been up to, the lynx drives Frontier's message home: "Other than that we haven't missed a flight . . . and we're not going anywhere, except to over 60 cities like we always do."

Frontier is sending the spot - which isn't technically an ad - to several radio shows as part of a news release in the hopes that they'll play it.

One advertising professional said he would caution against using humor in this situation.

"I think that Frontier owes the public a message of commitment, a message of reassurance and a message of confidence in light of current events," Glenn Morey, president of Denver-based Morey Evans Advertising. "But my opinion is that if you are going to do it in advertising, I think it should be in a serious tone."

walshc@RockyMountainNews.com or 303-954-2744

Comments

  • April 16, 2008

    9:52 p.m.

    Suggest removal

    RockyDenny writes:

    Frontier needs to advertise in other markets outside of Denver to let the flying public know that there is a GREAT alternative to other low cost carriers. Unfortunately, not many fliers outside of Denver and the southwestern U.S. are really aware of what a great airline Frontier is. There is no reason Frontier should not be as well-known as Southwest, Airtran, or JetBlue. Right now, in the southeast, Frontier is kind of a lesser-known airline, and recent headlines have hurt Frontier more than the actual bankruptcy filing itself. This is one airline that "gets it" and I hope it can weather the economic storm. It certainly has my support! BTW, I fly Frontier from Orlando, FL., a Southwest, JetBlue, and Airtran stronghold. Frontier is a better choice than the aforementioned for price, timeliness, and customer service.

  • April 17, 2008

    6:24 a.m.

    Suggest removal

    FamilyGuy77 writes:

    Can't wait to see the new commercials. Best advertising campaign ever. Frankly, I don't understand why a larger airline doesn't buy Frontier and adopt their marketing campaign as their own. The big airlines have no identity, and customers don't know who they are anymore. Whereas Frontier's ad campaign is memorable, fun and friendly. It could be a great way for one of the merged airlines (like Delta/NWA) to re-brand themselves.

  • April 17, 2008

    9:03 a.m.

    Suggest removal

    RJS07 writes:

    Frankly, Mr. Morey, I think Frontier can get a message of reassurance across using the mascots and certainly capture the attention of a lot more people. Since it seems you are envisioning one of those somber CEO sitting in the library type things apparently, you should be aware that since this is an election year, all that would do is make people think they were seeing another election year fib by yet another candidate. Using the mascots, it will be readily apparent who the commercial is for.
    Go Frontier!

  • April 17, 2008

    11:42 a.m.

    Suggest removal

    Diff writes:

    Taking a business trip to AK later this year - I will be sure and fly Fronier, direct to Anchorage it's priced right - and Non stop!
    I think all airlines are in for a rough bout - but those that make it will be better and stronger when the economy turns around - but as with all things tied to oil prices - it will cost more!