Budget airline Tigerair cranks up Melbourne Storm partnership with first ‘big screen’ ad
Stars of NRL club Melbourne Storm have fronted a new Tigerair “educational” video which spells out the dos and don’ts of flying with the low cost carrier – including a stark warning that “if you’re late the plane won’t wait”.
The You Tube video, created and produced by Sydney production company called Image of Oz, comes as the airline prepares to crank up its presence at Melbourne’s AAMI Park stadium during the rugby league season, including the launch of its first big screen advert.
Tigerair stressed the work with Image of Oz did not mean it was scaling back its relationship with creative agency McCann who will continue to do the “majority of our work”.
“The director and producer of Image of Oz, Joe O’Sullivan, has worked with us in the past and came up with the concept over a brainstorm session,” a spokeswoman said. “He brought in a team of people who are experienced in working with NRL and sports production to produce the video and the Big Screen ad which launches this Monday at AAMI Park.
“We also had a very tight timeframe. McCann remain our creative agency and do the majority of our work.”
Tigerair is the airline sponsor of the Melbourne Storm and will sponsor the match against the NZ Warriors on Monday. The occasion will see the launch of the ‘big screen’ commercial while the Tigerair blimp will return, this time with a “fam cam” linked to the big screen.
The ad is being kept under wraps until Monday.
The budget carrier described the “educational” video as “fun way” to educate the travelling public and leverage its partnership with the Storm.
“We’re always keen to be as transparent as possible about our travel rules which enable us to pass on consistently great fares,” commercial director Adam Rowe said. “It’s easy to fly Tigerair. Simply know your options and play by the rules. Essentially it’s about turning up on time and ensuring you book the right luggage allowance for your travel needs.”
The video launches on You Tube today and will be sent directly to Tigerair’s “Infrequent Flyer Club”.
Players entering the pitch on Monday will run through a banner promoting the video.
Featured in the video is a firm warning that passengers must check in at least 45 minutes before departure, with two players saying: “Here’s a rule you won’t forget. If you’re late the plane won’t wait.”
Steve Jones
