LOS ANGELES -- Frontier Airlines has awarded the creative portion of its estimated $10 million account to Sticky Grey, a unit of Grey New York, the client confirmed.
The shop edged out finalists davidandgoliath in Los Angeles; McClain Finlon in Denver; and Cunningham Iverson Group, a new Houston agency formed by several former BBDO Houston employees.
Frontier most recently worked with Sterling-Rice Group in
Boulder, Colo. on a summer-long branding project. Prior to that, advertising was handled in-house.
Media will continue to be handled by the Denver-based airline.
Frontier chose to hire an outside agency as part of its efforts to reach markets beyond Denver, a Frontier representative said. Frontier currently services 35 markets, but two-thirds of the airline's business stems from passengers coming into or out of Denver, the representative said.
The win marks Grey's return to the airline category. The shop's last airline account was Northwest Airlines, which it handled from 1981 to 1986.
"We have been hunting in this category for quite some time," said Steve Blamer, president of Grey in New York. "We're excited to be back in the airline business."
Blamer added: "This client is a clean sheet of paper. It's a major strategic branding opportunity. We'll identify what this brand stands for in people's minds."
The review began in June with approximately 75 agencies.