Tigerair Australia - Infrequent Fliers Program

Tigerair Australia - Infrequent Fliers Program

Tigerair Australia’s latest campaign ‘The Infrequent Flyers Program ’ reaches out to passengers who use the low-cost carrier less regularly than they would like. The tongue-in-cheek program, created by McCann Australia, pokes fun at serious frequent flyer memberships and offers print-at-home membership cards in colours such as ‘Bin Green’ and ‘Aerobics Leotard Blue.’

Besides showcasing special offers, the stand-alone website utilises a variety of fun elements, from print-out luggage tags and a flight simulator, to stimulate interaction with the site and generate airmiles that actually mean nothing.

The scheme’s humorous front is actually a customer relationship management program that offers regular updates on great travel deals as well as surprises and rewards without having to spend certain amounts to qualify.

We wanted to create a club that on one side is a bit of fun but on the flip side offers some tangible travel benefits,

said Tigerair’s head of communications Vanessa Regan.

The campaign consists of an integrated marketing platform including YouTube videos , out of home and radio advertising, social media, airport advertising and on-plane activation in order to drive traffic to the stand-alone website and encourage membership uptake. The first 5,000 members were treated to a AU$100 voucher towards future flights bookings.