July 26, 2006

Volume 5, Issue 13

Rockies offer 2-for-1 tickets at the Gate when you show your Frontier Airlines boarding pass

Contact:  Greg Feasel, Sr. V.P. Business

                   Operations, Colorado Rockies,

                   (303) ROCKIES

                   Joe Hodas, Frontier Airlines,

                   [email protected], (720) 374-4504

Team: The Colorado Rockies Baseball Club

Program Title: Buy One, Get One Free

Objective: The main objective of this promotion was primarily to add value for the Frontier airline customers through ticket discounting and various incentives as well as increase attendance to home games by encouraging Frontier Airlines customers to attend Rockies games while they are in town. 

Program Description: At the start of the 2006 season, The Colorado Rockies began offering "Buy One, Get One Free" tickets to any Frontier Airlines passenger who flies between March 30, 2006 and September 28, 2006. The airlines customers can show their boarding pass at the ticket window of Coors Field to receive two pavilion tickets for the price of one.

In addition to the 2-for-1 tickets, Rockies are offering unique experiences for inclusion in the Frontier Airlines frequent flyer mileage auction site. The More Store, as it's called, offered incentives such as a VIP opportunity to "play catch" with a Rockies player, the opportunity to throw the first pitch at a Rockies home game, a VIP trip for two to fantasy baseball camp and a VIP tour including on-field batting practice. All these prizes can be bought with Frontier Airlines frequent flyer miles at The More Store, www.frontiermorestore.com.  

Frontier has also signed a deal to be the official and exclusive airline sponsor of the Colorado Rockies. The deal not only includes the "Buy One, Get One Free" promotion, but many other great elements as well. A Frontier Flyball Frenzy home game contest has been established where one fan is chosen to attempt to catch a fly ball for the chance to win a free round-trip flight for one on Frontier Airlines. Frontier will provide travel for the Rockies players and staff whenever possible and also receives signage around the ball park and field including behind home plate. Frontier was also the opening day sponsor, providing 25,000 Rockies baseball hats to fans.  

Media: A full media blitz was done for this promotion. A press conference was held when Frontier became the official exclusive sponsor of the Rockies and a press release was given to the media. In park signage was used as well but perhaps the most successful media utilized for this promo was in-flight advertising used on the individual screens on Frontier Airline flights. The Rockies marketing team understood what a captive audience they could have on a flight and used that to their advantage.

Sponsor:  

Results: Although the main focus of the promotion was to add value for the Frontier airline customers, the increase in ticket sales and attendance was a nice added bonus. Since the launch of this program, attendance has gone up 12%. The Rockies have found that the Frontier tickets are being exchanged at the box office at a successful rate (although there was no hard number for us to include) and are overall very happy with the partnership with Frontier Airlines and the "Buy One, Get One Free" promotion.

Looking Ahead: Frontier was obviously happy with the promotion seeing as how they have signed on to be a sponsor of the Rockies for five years. Looking ahead, promotion will be run in future years subject to seat availability.  

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