Frontier Airlines

CURRENT SITUATIONFrontier Airlines recently became an ultra low-cost carrier (ULCC). The airline stripped their flights of any amenities, going so far as to make customers pay for carry-ons and customer service calls. Despite their discount-based advertising and PR tactics, Frontier’s mission statement still states they are “in business to be the best-loved airline” and promises to provide customers with “affordable, flexible, accommodating, and comfortable” flights. Fortune named Frontier Airlines one of the five worst airlines in America. Forbes rated it the number three worst airline in America. Frontier Airlines needs to embrace their ultra low cost business model.

ManifestoWe are in the business of fun. We are in the business of adventure. We are in the business of memories.

Down with flights that break the bank. Down with amenities we don’t need. Down with the idea that the cost of the journey will limit the quality of the destination.

Up with fun. Up with adventure. Up with memories.

Up with Frontier Airlines.

Our Customer

Let’s meet John.

“22 years old. Recently graduated college. On a shoestring budget.

Taking a year off to travel. Up for adventure.

TOUCH POINTS

○ Checking his social media accounts.○ Using public transportation.○ Shopping.

THE STRATEGY

Create ads and experiences to emphasize that Frontier is about low-cost transportation and that travel is about

the destination. We will do this by creating ads that target 20-somethings on a budget and connect with

them where they are.

THE CREATIVE

Using our tagline “Up with Adventure. Up with Frontier,” we created four unique ad

concepts.

This traditional ad connects with our customer while he uses public transportation.

Buzzfeed Quiz

Tinder Ad

We used a Tinder ad to connect with John where he spends a great deal of time: social media.

The Matching Game

NEW PRODUCT

THANKS!Any questions?