To be number one

When Tiger Airways launched its inaugural flight in 2004, it entered one of the fastest growing and competitive aviation sectors in the world.

Facing keen competition from established carriers and an increasing number of new budget airlines, Tiger Airways has had to chart a course to distinguish its offer and help it to achieve its ambition to be Singapore’s most popular low fare airline.

In early July 2005, Euro RSCG launched Tiger Airways’ first regional advertising campaign with a goal to drive more traffic to the website and firmly establish Tiger Airways as an Internet retailer.

Tiger Airways targets the savvy traveller seeking a safe and reliable service at a highly affordable price; the challenge for Euro RSCG was to develop a campaign that delivers this proposition of ‘refreshing travel’ through the price promise, and which builds a personality for the brand across all consumer touch points from the website to the advertising campaign and to the on-board experience, so to build brand loyalty based on the whole Tiger Airways experience.

‘What’s new Pussycat?’

Euro RSCG created the ‘What’s new Pussycat?’ integrated brand and retail campaign to reflect the witty, young and energetic ethos of Tiger Airways. The ‘What’s new Pussycat?’ theme creates an on-going conversation with the audience throughout the region and allows Tiger Airways to reveal new low fares, promotions, flight routes, flight upgrades and other news in a humorous and tongue-in-cheek manner.

Euro RSCG’s team, lead by Euro RSCG’s Singapore Managing Director Matthew Fanshawe, and including Charlie Blower, Joy Lee, AiLin Tan and Muriel Binnert, created a series of daily newspaper print and radio advertisements to entice readers and listeners with the latest fares and deals from Tiger Airways. The immediacy of this style of advertising encouraged the audience to log onto the website to find out more.

“The ads are the ‘shop window’ for Tiger Airways’ latest offers. A little bit sassy and cheeky, they are a great example of a retail campaign that has also clearly communicated the brand values and personality. Most importantly, through this campaign, we have successfully driven more traffic to website, helping to boost their revenues,” explains Matthew Fanshawe, Managing Director, Euro RSCG Singapore.

The campaign kicked off in Singapore, Thailand and Vietnam with a series of eye-catching orange and black tiger-print, print advertisements highlighting the latest fares, fleet upgrades and services, before rolling out to Macau and Hong Kong, Indonesia and The Philippines. The radio promotion in Singapore and Thailand was used to build an audio icon.

Low cost solution with high effectiveness

Since the launch of the campaign in July 2005, Tiger Airways has seen revenues surge by up to 76% with traffic to the website increasing by 62%, and unique users increasing by 63%.

Tony Davis, CEO Tiger Airways, explained, “The campaign has been extremely successful in terms of driving traffic to the website, raising our brand profile and significantly increasing sales. is currently the most visited Low Cost Carrier website and we are cited as the preferred Low Cost Carrier in Singapore. Clearly, as more customers share the Tiger Airways experience, we are confident of sustaining this growth.”