Holmes Report 10 May 2011 // 11:00PM GMT
NEW YORK—MWW Group has been selected in a competitive agency review to serve as agency of record for Frontier Airlines. The firm has been charged to raise awareness for the Frontier brand in its hub markets and the destinations it serves. Additionally, MWW Group will help guide strategy for all communications initiatives, as well as craft programs focused on enhancing the brand’s social media presence.
The assignment will draw upon multiple MWW Group practice areas including consumer lifestyle marketing and Dialogue Digital (an in-house digital marketing, social media and visual branding practice). The team will craft an integrated communications program that includes brand positioning, strategic messaging, leadership positioning and media relations initiatives to enhance Frontier’s “whole different animal” brand positioning, support its expansion plans and generate consumer enthusiasm for the brand in their key cities and online.
“Frontier has experienced significant changes in its recent history, and as we look toward our next phase of growth, we wanted a partner that would bring holistic, strategic thinking, expertise in digital and an intuitive understanding of our brand and our culture to the team,” says Ian Arthur, vice president, marketing at Frontier Airlines. “Public relations is a critical element of Frontier’s marketing mix, and we believe that MWW Group is an ideal partner to help us engage our stakeholders to be the preferred airline for both business and leisure travel.”