Tigerair Australia: Infrequent Flyers Club
By Conner Wolff
Brand Purpose:
Behavioural Objective: Reduce the 59% of Australians who rejected the brand
Engagement Objective: Attract 50,000 customers to new loyalty program
Revenue Objective: Increase airline revenue by 5%
Cost Objective: Make the campaign cost neutral in the first 6 months
Who:
Low frequency fliers who want cheaper flights with a more tailored flying experience.
Solution:
Loyalty program: The Tigerair Infrequent Flyers Club. Don’t fly much? Join the club.
Website: lnfrequentflyers.com.au – allow members priority access to flights deals, tailored to their interests and favorite destinations.
Why:
Make flying Tigerair something not to be ashamed of.
Reset customer expectations about what to expect when they did fly with Tigerair.
De-position the big 3 airlines as offering false value.
Types of Media:
Owned
(Owned, airlines, loyalty, Tigerair)
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