A new agency has been selected by Tiger Airways to relaunch and strengthen its brand as the low cost carrier continues its multi-brand international expansion.
SINGAPORE– Tiger Airways Group has appointed leading independent creative agency, The Secret Little Agency (TSLA), as its brand agency in Asia Pacific after a closed door pitch.
This comes at a time when Tiger Airways is entering a new phase of growth, and is looking at investing in its brand to build closer connections with its customers and the markets it operates in.
“We aim to be the leading low-cost carrier in Asia Pacific that is focused on providing our customers with a seamless experience from the point of booking to when they return from their travels. A renewed brand identity will enable us to build greater affinity with the communities that we serve, and to deliver a Tiger experience that our customers will appreciate,” said Alexander Knigge, Chief Commercial Officer, Tiger Airways Holdings.
TSLA’s design practice will lead the rebranding exercise and will work closely with the carrier to audit, assess and develop an evolved brand footprint and strategy across the Group.
“There is this new energy pulsating through the organisation which really excites us. Growing a Singapore brand like Tiger Airways to realise their fullest potential to outplay and disrupt the cluttered low-cost carrier space is a brief that is entirely up our alley,” said Chiewling Tan, Group Director of Operations, TSLA.
The first phase of the renewed brand will be unveiled in the first half of 2013.
Tiger Airways and its partner airlines operate a fleet of 41 Airbus A430 aircraft with an average age of under three years. In 2012, Tiger acquired stakes in Mandala in Indonesia and SEAir in the Philippines, to grow its paw print to over 50 destinations across 13 countries in the Asia Pacific region.
The airline recently extended its network to cover Bali, Colombo, Padang, Pekanbaru and Phnom Penh.
Luc Citrinot a French national is a freelance journalist and consultant in tourism and air transport with over 20 years experience. Based in Paris and Bangkok, he works for various travel and air transport trade publications in Europe and Asia.
