Holland & Hart Launches "Business Class" TV Show to Air on Wild Blue Yonder, Frontier Airlines' In-Flight TV Channel
June 15, 2006 (Denver) — Holland & Hart LLP, the largest law firm based in the Rocky Mountain West, announces it is producing a television show called “Business Class,” a branded entertainment piece spotlighting innovative Rocky Mountain companies, to air exclusively on Wild Blue Yonder, Frontier Airlines’ free in-flight TV channel, starting in July. Holland & Hart is the first law firm to launch a branded entertainment piece on TV at 30,000 feet. The series of 5-minute shows, followed by a 20-second commercial for Holland & Hart, will air in front of millions of passengers on all Frontier flights on the Wild Blue Yonder channel through the fall. Holland & Hart’s strategy also includes a new regular editorial column and ad in the Wild Blue Yonder in-flight magazine.
“Our approach to advertising is more substantive than showy,” said Mark Beese, Marketing Director for Holland & Hart. “We want to provide information that’s compelling and helpful to business owners, who most likely also have legal needs.” Beese said that the surge in business travelers on Frontier makes the suite of Wild Blue Yonder in-flight entertainment vehicles a perfect venue for reaching target customers. “Frontier has great business traveler demographics, and while we looked at a lot of different options, we determined that partnering with Frontier’s Wild Blue Yonder Network would be a worthy avenue for our first foray into branded in-flight advertising.”
The pilot segment of “Business Class” focuses on Outlast Technologies, a Boulder, Colo., company that applies temperature-regulating technologies used by astronauts to everyday products such as apparel, footwear and bedding. “This is a wonderful opportunity for us to tell the Outlast story and expose our brand to a highly targeted audience,” said Pat Gruber, CEO of Outlast Technologies. “We’re thrilled to be a part of the launch.”
The next show will spotlight Spyder Active Sports, Inc., which is headquartered in Colorado. “We developed the segment as a magazine-style show featuring compelling images so that people will be sure to reach for their headphones and watch,” Beese said.
“Smart marketers are looking for unique ways to target their core audience and present a highly relevant message at exactly the right time,” said Wild Blue Yonder Network CEO David A. Henry. “Wild Blue Yonder presents a media opportunity that’s the first of its kind in the industry, integrating short content video that’s entirely customizable plus a magazine and Web site that together provide sought-after entertainment value to a captive, high-demographic audience.” A recent study confirms that in-flight magazine audiences represent some of the highest household income (HHI) in the country. “We can add to that media opportunity important video and internet components,” Henry added.
Holland & Hart is working with the The Light Group Media Consultants to produce the “Business Class” segments. “When we were looking for a production company, we wanted one that reflected the same innovative spirit as our clients. The Light Group Media Consultants have proved to be a perfect match,” Beese said. Holland & Hart’s in-flight strategy also includes a new regular editorial column, focusing on business and legal issues, in Wild Blue Yonder magazine and advertising, which reinforces its branded entertainment piece on WBY TV.
ABOUT WILD BLUE YONDER NETWORK
Wild Blue Yonder Network TV channel and magazine is produced for Frontier Airlines by Mphasis on Frontier, a division of Mphasis Integrated, an award-winning Denver-based communications firm. Mphasis Integrated delivers a unique business model comprised of five specialty marketing companies: HenryGill Advertising, an A.A.A.A. member and full-service advertising and media agency; Clarus Public Relations, which offers media relations, internal relations and special events services; Strata Interactive, which provides online and interactive marketing services; Proxy Partners, a national partner-marketing agency providing sponsorship, sampling, trials, product placements and advertising sales services; and the Wild Blue Yonder Network, the in-flight entertainment media of Frontier Airlines. Visit www.gowildblueyonder.com.
ABOUT OUTLAST TECHNOLOGIES, INC.
Outlast Technologies, Inc., a privately held U.S. corporation, is the worldwide pioneer in developing phasechange materials and applications. As an innovative technology company, Outlast has launched temperature-regulating technology in apparel, footwear, bedding and accessories. Originally developed for NASA, Outlast® fibers, fabrics and coatings contain patented microencapsulated phase-change materials called ThermoculesTM, which store, absorb and release heat, providing increased comfort for consumers. For more information, visit www.outlast.com.
ABOUT THE LIGHT GROUP MEDIA CONSULTANTS
The Light Group Media Consultants provide comprehensive video, television, website and audio production services for broadcast, corporations, non-profits, live events and trade shows. From script to screen, The Light Group Media’s experience in video, web and audio production means a project is tailored with a fresh approach, using the best technology and seamless management to assure that expectations are exceeded. The Light Group Media is passionate about actualizing stories with excitement, accuracy and vivid quality. To find out more, visit The Light Group Media Consultants at www.thelightgroup.com.
ABOUT FRONTIER AIRLINES
Currently in its 12th year of operations, Denver-based Frontier Airlines is the second largest jet service carrier at Denver International Airport, employing approximately 4,700 aviation professionals. With 52 aircraft and the youngest Airbus fleet in North America, Frontier offers 24 channels of DIRECTV® service and the free Wild Blue Yonder Channel in every seatback, along with 33 inches of legroom in an all coach configuration. In conjunction with Frontier JetExpress operated by Horizon Air, Frontier operates routes linking its Denver hub to 48 cities in 28 states spanning the nation from coast to coast, to seven cities in Mexico, and to Calgary, Alberta, Canada. Frontier’s maintenance and engineering department has received the Federal Aviation Administration’s highest award, the Diamond Certificate of Excellence, in recognition of 100 percent of its maintenance and engineering employees completing advanced aircraft maintenance training programs, for seven consecutive years. In July 2005, Frontier ranked as one of the “Top 10 Domestic Airlines” as determined by readers of Travel & Leisure magazine. Frontier provides capacity information and other operating statistics on its Web site, which may be viewed at www.frontierairlines.com.