Tiger Airways rebrands as Tigerair

Tiger CEO Sharp:

Tigerair CEO Sharp: Looking to build a strong brand | Pic: Supplied/ James Morgan


Old logo

Low cost operator Tiger Airways has this morning unveiled a major rebranding of the airline as Tigerair.

The name change is part of a global rebranding by the airline’s Singaporean parent company Tiger Holdings and comes just days before it finalises a joint venture with Virgin.

The move also follows the 2011 grounding of the airline which saw the brand receive significant amounts of negative media attention after the Civil Aviation Safety Authority declared it had “lost confidence” in the cost-cutting airline.

At a press conference in Victoria this morning Tigerair CEO Rob Sharp conceded the airline would have a fight to restore consumer confidence.

“When you change a brand it’s something where you don’t just click a switch and all of a sudden you’re a new airline,” said Sharp.

“But we accept there is a market that we need to bring along for the journey and a big part of today is making that statement.

“We’re very aware that this is a journey, this is just the beginning, and we are looking at building a strong brand. The safety issues are a thing of the past and we have a number of processes that have been put in place.”

The airline CEO said the rebranding was part of the revival of the airline.

“Today’s news is much more than just a fresh coat of paint and a new logo – it is the start of the revival of our airline in Australia,” said Sharp.

“The brand with the leaping tiger was from a past era and we believe this is an opportune time, particularly in Australia, to state who is Tiger and what we stand for,” he said.

“The strategic repositioning of the brand will assist us through a significant period of growth over the coming years.”

Tigerair logo

The creative for the global rebrand was done by The Little Secret Agency in Singapore, however, the airline’s Australian agency McCann will be responsible for its domestic implementation.

Adrian Mills, group account director McCann, told Mumbrella that job would be to put an “Australian filter” on the creative work.

New Tigerair branding | Pic: Supplied/ James Morgan

New Tigerair branding | Pic: Supplied/ James Morgan

“McCann’s role is to put an Australian filter on the work that has been done internationally and bring it to market locally,” said Mills.

The McCann executive also conceded there would be a challenge to change consumer perceptions around the airline.

“There is no quick fix to it but there is way for us to help Australians understand what low cost flying is and what budget airlines actually deliver and the benefits of that,” said Mills.

Nic Christensen

Nic Christensen flew to Melbourne and received overnight accommodation courtesy of Tigerair.


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