XM Asia Pacific – A JWT Company

The Competitors
Four years ago, Tiger Airways roared into life as the first Singapore-based budget carrier going up against competitors like the Qantas-owned Jetstar, and AirAsia who is rapidly expanding their Asian network from Malaysia.

The Marketing Idea
To grab shares from the more dominant players, Tiger Airways needs to differentiate itself in an aggressive way. What we did was gave Tiger Airways a personality, so that we will be unique.

Despite offering competitive fares all year round, the tonality was kept as fun, cheeky and slice of life which resonates with our consumers at various communication touch points.

The brand has also transformed from being overtly tactical to focusing more on digital as it helps to increase their reach to the online community. This undisputedly positions Tiger Airways as the Top Online Retailer. To date we have been reported as the second most searched term in the Commercial Airlines category on Hitwise over the last 6 months

The Results
Through compelling creatives, and consistent communication, Tiger Airways has predominantly owned its positioning of “The Real Deal” and today when consumers think of Real Deal, Tiger Airways comes to mind.

Ranking on Hitwise Singapore
Over the last 6 months ending 26 July, Tiger Airways ranked the second most searched term the Commercial Airlines category. Hitwise

Website result
Year-on-year comparison shows that statistics for the website has improved in these categories:

1. Page views – 12.35%
2. Bounce rate – 14.54%
3. Average time on site – 6.68%
4. New visits – 20.53%
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Tiger Airways

Tiger airways

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