Frontier Airlines flips the switch Monday on its long-awaited new identity that -- love it or hate it -- will change the way its customers think about air travel.

The Denver-based carrier has unveiled a stripped-down cost structure for its fares, a permanent plunge in the average price of an economy ticket, and a marketing campaign designed to retrain the public's understanding of how Frontier operates.

Industry speculation and consumer questions have swirled around the airline since before Indigo Partners LLC purchased the carrier from Republic Airways Holdings in December.

But starting Monday, Frontier is making itself more clear by offering just two fare levels -- economy and classic plus -- and a plan to "unbundle" the cost of the economy-level tickets.

David Siegel, Frontier CEO

"We are basically reducing the fare and then will charge for everything else the customer may want ... la carte," said Frontier CEO David Siegel.

But, he added, "we are putting our money where our mouth is."

Read more: Frontier unveils ultra-low-cost fare strategy, carry-on pricing - The Denver Post http://www.denverpost.com/business/ci_25650263/frontier-unveils-fare-strategy-carry-pricing#ixzz30CvSWSdy



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