Owned Media 1 – Tigerair Australia: Infrequent Flyers Club

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)

http://0-www.warc.com.library.unl.edu/Content/ContentViewer.aspx?MasterContentRef=e9a057c1-1801-48f4-a816-81b64bcfe3d4&q=owned+media&CID=A107601&PUB=CANNES

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