Frontier Airlines Rebranding Campaign After baseline studies indicated that Frontier Airlines was unrecognizable in its own core business area, they decided a new image was in order. Frontier released their new ad campaign “A Whole New Animal,” that built on their solid old brand, but conveyed their new goal – that they are affordable, flexible, accommodating, and comfortable. Frontier Airlines launched their new rebranding campaign calling itself "a whole different animal." The campaign uses the animals that are featured on the tails of the airline's airplanes, such as rabbits and foxes. By catching customer’s attention with talking animals and their tag line, Frontier Airlines is now a very recognizable airline. Frontier Airlines Rebranding Campaign Frontier Airlines realized that after 10 years of operation it was time for a new image. Baseline studies indicated that the people in Denver, the airlines home base was not aware of the airlines. Frontier Airlines launched their new rebranding campaign calling itself "a whole different animal" in television, print and radio advertising. The campaign uses the animals that are featured on the tails of the airline's airplanes, such as rabbits and foxes. Rebranding, as defined by Wikipedia Free Dictionary, is the process by which a finished product developed with one brand or company or product line affiliation is marketed or distributed with a different identity. This can be done purposefully or out of necessity. Frontier Airlines felt the necessity to re-identify themselves. The original Frontier Airlines was Denver's hometown carrier for 40 years before it folded its wings in 1986 following its purchase by New Jersey-based People Express. The former Frontier carried 87 million passengers over the years and was nationally recognized for both the quality of its service and its outstanding safety record. Seven years later, the new Frontier Airlines was launched on July 5, 1994 with two Boeing 737-200s on routes linking Denver to Bismarck, Fargo, Grand Forks and Minot, N.D. The company had 180 employees at startup. As Frontier approached its 10th year of operation, Frontier officials realized an image shift was in order. The airline had established a reputation for friendly and reliable service, and reasonable airfares, mainly appealing to leisure travelers. But they reali... ... middle of paper ... ...needed to build on the old image. Frontier released their new ad campaign “A Whole New Animal,” that built on their solid old brand, but conveyed their new goal – that they are affordable, flexible, accommodating, and comfortable. By catching customer’s attention with talking animals and their tag line, Frontier Airlines is a very recognizable airline. Appendix A Press Release, dated May 2004 Appendix B Frontier Airline’s old logo Appendix C Old Frontier newspaper ad References d’Amico, M (2001). The Power of Marketing. Cincinnati, OH: South-Western College Publishing Frontier Airlines Press Release (April 22, 2004). Frontier Airlines' "Talking Animals" Ad Campaign Receives Critical Praise from Around the Country. Retrieved May 9, 2005 from http://www.frontierairlines.com/news/articleDisplay.asp?article=/general/2004/pr_04222004.news Griffin, G. (2003, October 16). Frontier enjoying animal magnetism Talking-critter ads, regional focus fill seats, fuel growth [Electronic version]. Denver Post. Retrieved May 5, 2005 from www.diapartnership.org/repository/Frontier Ads.pdf
Logos is one of the three parts of the rhetorical triangle. In the Chick-Fil-A commercial the message that the cows are portraying is “Eat mor chikin” (cow campaign). The reason why the cow wants the audience to eat more chicken is because in their mind if people “eat more chicken, they will in turn not be eaten. (Meet the cows behind Chick-fil-A 's most successful campaign). The cows don’t necessarily show that they have emotions because they are supposed to be “fearless cows” (cow campaign) but if you connect the dots from my point about how it’s ironic to have a cow as the main character for a Chick-Fil-A commercial to the other point about the message “eat mor chikin” and to my last research point about why the cows want the audience to eat more chicken, then you would realize that they do have emotions. The literary term for emotion that appeals to the audience is called pathos. Pathos is the second part of the rhetorical
Growing up in Denver, I remember feeling that Frontier was Colorado's airline. This was very much to do with the companies marketing strategy. The branding of the airline is "A whole different animal" and the company began painting pictures of wildlife on the vertical stabilizers of thier aircraft, each one unique. In some cases, they would promote new routes. For example, when the airline began flights to florida and the carribean, they painted a dolphin onto the tail. These commercials consisted mainly of dry, witty banter between the different animals as the aircraft sat at the terminal onloading passengers. It was certainly a break from the legacy airline pitches, which showed planes flying at sunset and were still glamorizing the luxury and comfort of travel. Frontier knew that its target market were people who lived in and around Denver who needed to get to surrounding, middle america, locations. Locations which were being more and more underserviced as time went on (the irony being that frontier has dropped the majority of its or...
The company’s cultural change, which is still ongoing, may lead to a decrease in employees’ morale. As AirTran’s employees continue to embrace Southwest Airline culture, the issues emerges from this organizational change remain priority.
Southwest Airlines strategy of focusing on short haul passenger and providing rates as low as one third of their competitors, they have seen tremendous growth in the last decade. Market share for top city pairs on Southwest's schedule has reached 80% to 85%. Maintaining the largest fleet of 737's in the world and utilizing point-to-point versus the hub-and-spoke method of connection philosophy allowed Southwest to provide their service to more people at a lower cost. By putting the employee first, Southwest has found the key to success in the airline business. A happy worker is a more productive one as well as a better service provider. Southwest will continue to reserve their growth in the future by entering select markets only after careful market research.
In February 2015 Budweiser released an infamous Super Bowl commercial called Lost Puppy, this commercial was meant to hit home for a lot of people, and not only beer drinkers. With Budweiser being a beer company they generally have a certain amount of people that are legally allowed to consume their product so, they had to branch out and create a commercial that would appeal to a bigger audience of people. With that being said they did a great job on picking an audience with such a wide variety of people, because who doesn’t love animals? The commercial refrains from using words, and instead holds the viewer’s emotions through its strong visuals, and sends them on a rollercoaster ride full of love, sadness, happiness, and fear. This rollercoaster of emotion uses
In our time of uncertainty one of the most stable institutions is the school system for children. Thus, being a teacher and providing the most stable atmosphere along with providing the children with an education must be handled delicately. I believe a mixture of essentialism, progressivism, perennialism, behaviorism, and social reconstrctonism is essential in achieving those goals.
Virgin Australia earlier a low cost airlines, repositioned itself as a full service agency. According to the Virgin Australia YouTube video (2013), the new campaign of Virgin Australia was launched with the tagline You’re now flying. The main agenda behind the 60 second Television Commercial on the salt plains in Sydney. The ad features Virgin’s staff itself hand in hand with a team of professionals who have come together to create an attractive and lucid offering for the guests. The commercial reflects the new vibrant, full of energy, dynamic and professional organization which can go an extra mile to provide its customers a memorable travelling experience. It not only captures the commitment of the Virgin’s staff towards their external customers but also reflects the company’s promise and care towards its staff. The idea behind the advertisement is to bring together a group of energetic, talented people to create a distinct experience...
In the airline industry, Southwest Airlines is considered a true innovator. By shaking up the rules of flying and improving upon inefficient industry norms, Southwest has quickly grown by leaps and bounds. From the very start, Southwest Airlines' goals were to make a profit, achieve job security for every employee, and make flying affordable for more people (Southwest,2007). Southwest has not strayed from these goals. It does not buy huge aircrafts, fly international routes or try to go head to head with the major carriers; and thanks to a great planning, Southwest airlines has become the most successful airline company in the U.S., if not the world.
Like most airlines Delta airlines utilize the most efficient ways of advertising to get the
The company incorporated in June 1971 and officially began operations on April 17, 1973, with the launch of 14 small aircraft from Memphis International Airport. Apart from his own investment, $4 million, Smith raised over $72 million in loans and equity investment within the first year. Though the company did not show a profit until July 1975, primarily due to the oil crisis, Federal Express soon became the premier carrier of high-priority goods in the marketplace and the standard setter for the industry it established.
Freiberg, K., & Freiberg, J. (1996). Nuts! Southwest Airlines’ Crazy Recipe for Business and Personal Success. Austin: Bard Press.
A teacher’s personal philosophy of education is a critical element in his or her approach to guiding children along the path of enlightenment. Hence, there are five key educational philosophies recognized in the field of education. These include, Essentialism, Perennialism, Progressivism, Existentialism, and Behaviorism (Sadker & Sadker, 1994, p. 382-83). Each carries both positive and negative tenets, at least in my opinion. Therefore, I prefer an eclectic discernment in my quest of an educational philosophy. Because, my idea of the perfect teacher is one, who inspires learning in addition to just relating the required facts. A certain amount of creativity, enthusiasm, and motivation is required of the teacher. Certainly, this is a tall
According to Neo-scholasticism the student must be trained to think logically, and they must have their mind developed. Consequently, Perennialism places strong emphasis on the classic works, latin, science, and math. This philosophy has an effect on the curriculum, since certain subjects, which are viewed as important today, may not be covered in a Perennial classroom. Some electives such as keyboarding will not be included in the curriculum because its importance has not been tested by time. This subject may be important today since most records are kept on computers, but keyboarding is viewed as only a temporary, cultural subject. Because of Neo-scholasticism the classroom structure would also be heavily influenced since neo-scholasticism believes a student 's will must be disciplined. Because of this the teacher is seen as the authority of the classroom and can use discipline to maintain control. If discipline however is taken to an extreme than there will be little tolerance for any perceived disciplinary problems. There are rare circumstances when the student may disrupt the class, but he has an important reason for causing the disruption. If the teacher does not use discernment he may not deal with the situation appropriately. Therefore, the teacher needs both control and love in the classroom to determine what the students need. Essentialism, just like perennialism, is
Focusing first on the teacher I immediately perceive perennialism, as disregarding the students personal learning expectations. This philosophy emphasizes the importance of existing concepts. While many teachers enjoy staying on topic I have yet to encounter one who I perceived as a strict believer in perennialism. While the fundamentals of perennialism are essential as they encourage ...
It is the oldest and most conservative educational philosophy which dominates the educational system in the United States until the late 1800 's. Perennialism arises from a devoted acceptance of the ancient philosophical principles of Plato, Aristotle, Augustine, and Aquinas, and a belief that these ancient philosophies could be the response to the decadence of the Western civilization during the first half of the twentieth century (Mosier,1951). Perennialism claims that it is necessary a restoration of the spirit that governed the education during the Middle Ages as the only hope for education and culture. The strong beliefs on ancient philosophies guides perennialism to understand the importance of education as a way to find the principles