AIRLINE
GRASSROOTS
CAMPAIGN

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Frontier Airlines wanted to advertise their expansion of their services to the Washington, D.C., metro area and promote convenient new service routes to the Princeton / Trenton airport location in New Jersey. The goal was to create local consumer activation programming to support their media campaign.

VJP developed a grassroots action plan focusing on consumer engagement, targeting business and leisure travelers. A duel activation strategy included street teams engaging consumers in high foot- traffic areas and kiosks in two malls to promote new routes during the holiday season, while offering frontier gift cards. This dual campaign generated more than 71,500 consumer touch points in support of the six-city route expansion campaign.

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