Tiger Airways returns to advertising in Australia

Low-cost airline Tiger Airways has returned to advertising with a campaign to mark the troubled carrier’s relaunch in Australia.

The campaign sees the ‘Fly cheaper’ line dropped and Tiger repositioned as “fun, colloquial, honest and real”, according to marketing manager Dominik Gac.

She told Mumbrella: “Now is the right time to reflect our re-launched product, which provides everyday Australians with affordable air travel and enhanced reliability. We have reviewed every aspect of our operation and we believe we have re-launched with a product that better meets the needs of our customers.”

The agency behind the campaign is Smart Melbourne, which recently merged with McCann in a reverse takeover.

The campaign involves press, outdoor, online and airport executions.

The combined agency’s Melbourne MD Simon Burrett, said:

What was critical is to recognise that having a strong discount offering in Australia is, to our target audience, the difference between whether they can actually participate in important occasions or not. For the Tiger flyer, without Tiger to make that trip affordable, they simply can’t afford to go at all.

So the power for the idea is in the motivation to stay in touch with loved ones, to see something different, to have that once in a lifetime trip.  In that sense, the brand is an enabler, not just an additional discretionary choice.  In the context of a time in which the possibility that Tiger might have disappeared was, for this customer, very real, this strategy had particular salience. From there, it was about making the media spend work harder by making the outdoor messages relevant to their location in as many cases as possible.

Last month, Tim Riches, boss of market research firm The Leading Edge, argued why the troubled Tiger Airways brand had the potential to bounce back in Australia.


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