work / Republic Airways

Recently, holding company Republic Airways acquired Frontier Airlines and Midwest Airlines. Two customer cultures, each with a deeply loyal base, were suddenly one.

Republic CEO Bryan Bedford asked Genesis to help identify the greatest market opportunity and develop a shared vision and core values for the merged brand. Frontier had the greater equity and absorbed Midwest.

The result was a short documentary, “Why We Fly,” about the relationship between the people who ride the planes and the
 people who make it possible. The film was the core of a social media campaign bringing passengers and employees together.

"Why We Fly" is a short company documentary that showcases the relationship between those who fly and those who make it happen.

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