TODAY'S TMJ4

Republic Calls All Employee Meeting, No Branding Announcement

DENVER – Republic Airways employees thought they may learn the brand fate of their company Thursday.

However, CEO Brian Bedford started a systemwide web meeting by telling his workers that he is not prepared to announce a decision on the future of the Frontier and Midwest names.

An internal memo notified employees Wednesday that there would be discussion Thursday about combining three businesses into one, why the businesses came together and the corporate culture moving forward. Bedford did provide employees with a forecasted timeline of combining the Frontier, Midwest and Republic organizations over the coming months.

Republic is expected to simplify their image combining operations under one name. A decision on what will stay and which will go is not expected until later this Spring, a spokesperson told TODAY’S TMJ4 reporter Tom Murray.

The companywide meeting is said to be the first of its kind since Indianapolis-based Republic took ownership of Midwest. Corporate leaders were to address Denver-based employees in person after the web meeting, the memo said. Denver is Frontier’s primary hub.

Industry analysts have predicted that “Midwest’s days are numbered,” saying that Frontier is the stronger, more recognizable brand.

The company has been in the midst of an identity crisis. Most routes now operate with a Midwest and Frontier flight number. Ticket and gate agents complain that there are difficulties integrating the computer reservation systems of the two carriers.

Republic also operates regional service for American, US Airways, Delta, United and Continental.

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