A group, calling itself "Keep the Frontier Brand and Animals!!!" on Facebook, brought forward close to 150 Frontier employees Thursday afternoon.
It marched from the State Capitol to the 16th Street Mall and back to rally support for Frontier's name and more than 60 animals including "Larry the Lynx" and "Grizwald the Bear," who are featured on the planes' tails.
Protestors say they are worried that if the name and animals are permanently grounded, the employees will have to start from the ground up to build trust, loyalty and reputation.
"We can't start over with a generic brand," Frontier pilot and rally organizer Janet Elliott said. "This truly is a family, and you really don't see that with any other airline."
"This is a strong brand," Kelli Abrams said. "Everybody knows Frontier."
"Why would you want to let a good thing go?" Frontier flight attendant Kurt Ewers asked. "I'd really like to see Republic take this nationwide."
Republic Airways bought Frontier Airlines last year in a bankruptcy auction for $108.8 million and moved its hub to Indianapolis. It also purchased Midwest Airlines and said it wants to re-brand the whole fleet.
A spokesperson for Frontier Airlines says the companies are going through a brand analysis which includes feedback from employees and 10,000 surveys from Frontier and Midwest customers.
Frontier says the company and Republic Airways' CEO are aware of Thursday's protest. It says right now the plans for branding are still under consideration and keeping Frontier's name and logos has not been ruled out at this point.
Republic Airways plans to release details on a new brand by the middle of April.
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