Allegiant Launches Marketing Campaign to Win Over Sun Country Travelers
Minneapolis, Tuesday, 7 July 2026.
To protect its new $1.5 billion market, Allegiant has hired a local Minneapolis agency to prevent customer loss following its acquisition of rival Sun Country Airlines.
Securing the Twin Cities Stronghold
On the heels of finalizing its $1.5 billion acquisition of Sun Country Airlines Holdings Inc. in May 2026, Las Vegas-based Allegiant Travel Co. (NASDAQ: ALGT) is taking active measures to secure its newly acquired customer base [1][3]. On July 1, 2026, Allegiant announced the selection of Colle McVoy, a Minneapolis-based advertising agency, to spearhead localized marketing efforts [3]. The primary objective of this campaign is to win over and retain Sun Country’s loyal customer base, mitigating the risk of customer churn in the competitive Twin Cities market [3].
Securing the Twin Cities Stronghold
Allegiant CEO Greg Anderson recently clarified the airline’s long-term strategy for the Minneapolis-St. Paul International Airport (MSP) hub [2]. Speaking on July 2, 2026, Anderson emphasized that while the carrier is committed to protecting its market position following the merger, future growth at the MSP hub will remain strictly demand-driven [2]. This measured approach indicates that the airline intends to prioritize profitability and market stability over rapid, uncalculated capacity expansion [2].
Navigating a Phased Integration
The integration of the two budget carriers is designed to progress in carefully managed phases over an 18 to 24-month horizon [1]. Following the official merger in May 2026, both airlines continue to operate under their respective brands, utilizing separate crews and aircraft [1]. Kristen Schilling-Gonzales, Vice President of Network, Planning and Charters, confirmed that this dual-brand operation will persist until the combined entity secures a single operating certificate from regulators, a milestone projected to occur between May and November 2027 [1].
Navigating a Phased Integration
Despite operating independently for the time being, the carriers have already initiated consumer-facing synergies [1]. As of July 6, 2026, Allegiant and Sun Country began cross-selling flights on their respective websites [1]. However, full commercial integration remains a work in progress; passengers are currently unable to book mixed itineraries on a single ticket, a limitation that is expected to remain until joint scheduling and facility co-location efforts are realized [1].
Fleet Management and Long-Term Operational Plans
A key element of the post-merger strategy is the coordination of flight schedules, which is slated to begin in earnest for the summer 2027 travel season [1]. The airlines are also working to co-locate airport facilities, negotiate single labor agreements, and develop a unified frequent flyer program [1]. Currently, the two carriers share only one overlapping flight route, meaning the merger primarily serves to expand their collective network footprint rather than eliminate redundant service [1].
Fleet Management and Long-Term Operational Plans
Operationally, Allegiant plans to maintain a mixed fleet over the long term [1]. While Sun Country currently operates an all-Boeing fleet consisting exclusively of Boeing 737 aircraft, Allegiant utilizes Airbus A320 family aircraft alongside Boeing 737 Maxes [1]. Although this creates a diverse fleet composition, Allegiant representatives noted that parts commonality between the Boeing models will help streamline maintenance, allowing the combined airline to leverage the unique advantages of both aircraft families as they transition to a single Allegiant brand [1].