Frontier Airlines Wins Sustained Success Effie
Frontier’s clever spokesanimals are shaking their groove things after learning they’ve achieved the crème de la crème in the world of advertising with a win in the sustained success category of the annual Effie awards.
“It’s been an amazing trip these past seven years”
“This is such a magnificent achievement for Frontier Airlines and our creative partner, Grey New York,” said Ian Arthur, VP of marketing and branding. “However, this award truly belongs to our employees and customers who have supported this campaign – and our airline – over the years. We had no idea how impactful the campaign would be when we started it in 2003. For a brand, let alone an airline, to achieve such an emotional bond with its employees and customers is absolutely remarkable. We’re looking forward to introducing our animals across the country later this year.”
The prestigious Effie Awards recognize leaders in the advertising industry not only for the creativity of their campaigns, but also the effectiveness. The sustained success category honors campaigns that have succeeded for a period of five or more years. Since the launch of the “a whole different animal” campaign in 2003, Frontier has won a total of three Effie awards.
“It’s been an amazing trip these past seven years,” said Shawn Couzens, VP creative director for Grey New York. “The advertising has given the brand a unique voice, allowing us to connect with consumers in a truly meaningful way. This cast of characters has helped us weather numerous challenges from combating competitors with deep pockets, to record fuel costs, bankruptcy, and the subsequent decision to bring Midwest under the Frontier banner. The ad campaign was an essential component to Frontier’s expansion and survival and the Effie is a great recognition of this achievement.”
Frontier launched the popular “a whole different animal” campaign in 2003 to rave reviews. With nearly 100 different storylines, including the popular “Flip to Mexico” and “Denver’s favorite animal” campaigns, Frontier’s loveable spokesanimals have helped the airline achieve a number of accolades; including recognition in the Moriarty, Mitchell and Wells textbook “Advertising: Principles and Practices” and a parody ad for the cartoon “South Park.”
