Frontier Airlines
Frontier Airlines needed some fresh air under their wings. While they were making changes to offer lower and lower prices, customer opinion was also plummeting.
The Greening of Frontier Airlines
We proposed a shift in perception from “most uncomfortable airline” to “greenest airline” – but it would take some strategic thinking and a few stunts. We got to work on turning pain points into talking points, repositioning the image of the airline from a low-cost carrier to a low-emissions carrier.
We started with a microsite: FlyGreener.com, which makes the daring proposition that flying doesn’t have to be the least green thing you do. This educational campaign combated the cognitive dissonance of an airline actually being “green.”
Then we launched America’s Greenest Flight. Destination: Greenville. A 40% more fuel-efficient flight promoted with ads and a video.
Finally, we ran the Green(e) Flies Free promotion. Passengers with the last name of Green (or Greene) got on board for a free flight, and Frontier landed killer reach on social media.
In the end…
The Green Campaign gives Frontier a message that unites the airline. It’s used today at all levels of the company – from CEO to HR to customer. See the website and Facebook post.