Frontier Airlines
SITUATION
When Frontier Airlines issued an RFP for a big ideas team with the agility and responsiveness of a small agency, I led the charge to land the account at Voltage. Frontier’s reputation was grounded. In order to cut costs, they’d made some changes to their planes that people weren’t loving. Like ridiculously small seat trays, hard seats, and an onslaught of ala carte fees. Our mission was to establish a “why” and help shift the perception of Frontier from the “most uncomfortable airline” to the “greenest airline” on a low-fare budget.
We delivered multiple big idea campaigns to turn pain points into talking points, repositioning the image of the airline from a low-cost carrier to a low-emissions carrier. We wanted to help Frontier move toward the mindset of a D2C brand and own the relationship with their customer.
