Republic Airways Announces Branding Decision -- Animals
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Republic Airways Holdings has disclosed that the Frontier name
and (in)famous “spokesanimals” will be the face of the
unified branded airline. The announcement was made Tuesday morning
during simultaneous press conferences in Frontier’s hometown
of Denver and Midwest’s hometown of Milwaukee.
“This airline is now bigger and stronger, with an immense
opportunity for sustainable, profitable growth in Milwaukee, Denver
and across our network. We are launching service to new
destinations out of our Milwaukee and Denver hubs and we are adding
more jobs in the communities we serve.”
“This decision was an emotional one for everyone
involved,” said Bryan Bedford, president, chairman and CEO of
Republic Airways Holdings, Inc. “While the research showed
that customers preferred the Frontier brand, they also expressed a
strong loyalty to both brands based on affordability, convenience,
destinations and delivery of a differentiated experience. As we
work to integrate these two brands into a unified Frontier
Airlines, you can expect to see a lot of influence from the Midwest
brand. This will include the introduction of the iconic Midwest
Airlines chocolate chip cookie on all Frontier flights this
summer.”
Bedford went on to say, “This airline is now bigger and
stronger, with an immense opportunity for sustainable, profitable
growth in Milwaukee, Denver and across our network. We are
launching service to new destinations out of our Milwaukee and
Denver hubs and we are adding more jobs in the communities we
serve.”
The 2010 growth includes ten new destinations out of the Denver
hub and five new destinations out of the Milwaukee hub. As a
result, the carrier will grow by seven percent in seat miles this
year, three times the industry average. Additionally, the Company
employs more than 5,700 aviation professionals across its branded
network with 1,200 employees in Milwaukee and 4,100 employees in
Denver, with more to come as Frontier’s expansion
continues.
Republic purchased Midwest Airlines in July 2009 and Frontier
Airlines in October 2009. Since then, the two carriers have
operated as partners with the goal of eventually integrating into
one carrier. Over the last few months the Company has conducted
extensive independent research with both consumers and employees to
help in the decision-making process.
“This decision is a critical milestone for
Republic’s branded operation and allows us to focus on
serving our guests better,” said Ian Arthur, Republic’s
vice president of marketing and branding. “Together as
Frontier Airlines we make a very important brand promise to our
guests. Our promise is to deliver a better and different flying
experience, because it is the best care in the air.”
The Company has set a very aggressive integration timeline of
12-18 months. In that time, the Company will work to integrate the
customer experience and cultivate the attributes that will set
Frontier Airlines apart in the industry. A Web site has been
developed to communicate with the public throughout this process at
FrontierMidwest.com. The site will include a timeline of all the
major milestones that the Company will achieve throughout the
integration; including the move to one Web site, one frequent flyer
program and the implantation of new product attributes.
“There’s still a lot of work to be done in
integrating these two carriers,” stated Arthur.
“Throughout this process we will keep an open ear to our
customer’s wants and needs. We appreciate your patience and
support as we continue to develop an airline that treats our
customers with respect, and will strive to provide those little
things that make all the difference in our guests’ travel
experience.”