Frontier Airlines

Frontier
Airlines

CURRENT SITUATION
Frontier 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.

Manifesto
We 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?