Tigerair: Infrequent flyers

Adrian Mills and David Phillips

This case study describes how Tigerair, a budget airline in Australia, created an 'Infrequent Flyers Club' to popularise domestic budget air travel, overcome its poor reputation and increase revenue.

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...

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