Tigerair: Infrequent flyers
Adrian Mills and David Phillips
Campaign details
Brand: TigerairBrand owner: VirginAgency: McCann MelbourneCountry: AustraliaIndustry: AirlinesChannels used: Cinema, Email marketing, Internet - display, Internet - general, Internet - microsites, Online video, Outdoor, out-of-home, Radio, Social mediaMedia budget: Up to $500k
Executive Summary
Budget airlines are a relatively new phenomena in Australia where customer service expectations in the market are firmly established and shaped by the embedded premium market. But this market doesn't reflect the potential of the whole Australian market, where 77% of people fly...