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Mid-Market Firms Get Wise to Marketing

By Karen Dean

Slicing, swooping and spinning, the adrenaline-fueled Alpine skier rockets down the snowy slopes, leaning deeply into turns and cutting a sharp path until he crosses the finish line, triumphantly pumping his fists in the air and plowing to a stop. End of commercial. Cue the tag line: 'Holland & Hart ' The Law Out West.'

This 30-second in-flight ad, seen by the nearly 875,000 passengers who fly Frontier Airlines each month, sponsors a four-minute business program on the CEO of Spyder Active Sports Inc., a Holland & Hart client. The commercial and program are not your typical law firm marketing campaign. For Spyder CEO David Jacobs, the program is an opportunity to promote his company to an affluent, regional audience. For the Denver-based Holland & Hart, the ad and Spyder promo are part of an effective in-flight advertising campaign that 40% of passengers remember, according to Frontier's market research.

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