Republic announces branding decision: It’s Frontier! Animals and cookie survive, challenges remain

The anticipation was palpable and the excited buzz in the room rose and fell in the minutes before Republic Vice President of Marketing and Branding Ian Arthur took the stage at Coors Field in Denver to announce that Frontier would be the surviving brand for Republic Airways Holdings' branded operations. With President, Chair and CEO Bryan Bedford in Milwaukee, Arthur was dispatched to Denver (where employees number 4,100) for the simultaneous announcements. Frontier's popular 'spokesanimals' will be the face of the branded operations. Also surviving is Midwest's iconic chocolate chip cookie, to be served on all branded operations by the Summer. The cookie, Bedford told local press, "transcends economics."