The Challenge

We needed to give people a reason to choose Tigerair, not as a last resort, but as their first port of call because it offered the best value. This required a re-evaluation of Tigerair’s value proposition in a market still coming to terms with low-cost flight.

The Objectives

1. Increase airline revenue by 5% over 6 months.

2. Attract 50,000 customers to our database.

3. Make the campaign cost neutral in the first 6 months.

4. Generate 20 million earned media impressions.

5. Drive social sharing to amplify our media buy.

The Strategy

We needed to shift flying Tigerair from a last resort because it’s cheap, to a sign of savvy-ness. We needed to make choosing Tigerair a statement about how smart you are with your money.

Execution

We needed to create something newsworthy, in order to make the most of Tigerair’s tiny budget. So we took the Frequent Flyer Club category conventions and flipped them into a national discussion around the real value of Frequent Flyer programs.

We created a bespoke CRM platform that captures user travel habits and interests and linked these to shareable content and Tigerair’s best value deals.

We leveraged media relationship in mainstream outlets, airline industry publications, air-travel forums, and social platforms including Facebook and twitter.

The campaign was implemented through a mixture of paid, owned and earned channels, driving high reach and frequency for the critical target.

Paid:

1. Social Platforms – Facebook, Twitter, Instagram, YouTube.

2. Digital display - Multichannel

3. Airport outdoor – Small Format

4. Radio

5. Cinema

Owned:

1. Ambient outdoor

2. Website

3. Facebook / Twitter

4. Terminal outdoor

Earned:

1. Social PR – Facebook, Instagram, Twitter sharing.

2. Digital PR – Blogs, New, Airline Industry Sources

3. Mainstream PR – Broadcast & Press

The Infrequent Flyers Club gave Tigerair Australia a new lease on life. The campaign captured the attention of media with the Infrequent Flyers Club gaining coverage across major news outlets. For the first time in years, Tigerair Australia was in the news for something positive!

More importantly, Infrequent Flyers delivered remarkable results.

• Half a million members.

• $2 million in direct sales in the last three months.

• 45 million PR impressions.

• Tigerair’s first profitable quarter in 5 years.

Despite a sub-optimal brand reputation and worrying rate of rejection, the appeal of the club was undeniable. The Infrequent Flyers Club campaign has sparked a re-appraisal of Tigerair amongst a cynical audience whilst also driving sales. The campaign has delivered in its first year an annualised ROI of 229% and generated $3m in sales in the last three months.

A brand that people once loved to hate, and only flew as a last resort, has become something people are buying into.

Tigerair Infrequent Flyers. Don’t fly much, join the club.