“Enter a world of infinite infrequency. Join the Tigerair Infrequent Flyer Club today.”
That is the tagline to a humorous promotional video for Tigerair Australia, the regional low-cost carrier that serves Australia, Singapore, along with the Southeast Asian and Asia-Pacific destinations.
With the Infrequent Flyer Club, Tigerair is targeting Australians with a budget through its new online community.
Created in partnership with McCann Australia, it is a platform that allows the airline to keep its members up-to-date with deals with the first 5,000 members to join receiving a $100 flight voucher. The club is being promoted with a campaign running across YouTube and other paid media channels, outdoor, radio, social media, and airport advertising.
Vanessa Regan, Head of Communications, Commercial Department, Tiger Airways Australia, explained the premise of the Infrequent Flyer Club to Loyalty360.
“We acknowledge that there are many Australians who don’t fly as often as they would like, but still want to be part of a scheme that offers regular updates on great travel deals, as well as surprises and rewards without having to spend certain amounts to qualify,” Regan said. “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.”
Many Tigerair passengers are first-time flyers or haven’t flown by air for a while and are, therefore, “infrequent flyers,” Regan added.
“This campaign is a fun way to engage our customers with our brand, which enables Australians opportunities to travel by air, more often, for less.”
The Infrequent Flyer Club is, essentially, a customer relationship management (CRM) platform that allows Tigerair to keep “infrequent flyers” up to date with great deals and surprise and delight incentives to travel to a number of popular destinations across the network, Regan said.
“An integrated marketing campaign including You Tube, out of home and radio advertising, social media, airport advertising and on plane activation will drive traffic to the website and encourage membership uptake,” she said. “Any airline can have a frequent flyer programme, but it takes a special airline to think about the people that do not travel by air so regularly. There are no lounges or preferential treatment and you don’t earn points to be rewarded. Best of all, you can choose your own level of membership from 70s brown through to triple emerald sapphire ivory.”
Regan said Tigerair customers have indicated they want “value” air travel that is safe, affordable, and reliable with friendly and professional service.
“It’s about delivering on the promise and doing the basics right,” she said. “Everyone loves affordable fares delivered on time and through the recent rebrand last July, the whole team at Tigerair committed to putting the customer first and delivering the absolute best in terms of affordable, reliable air travel with friendly service.”
While there are 18 membership tiers, Regan said “the great thing about this club is that we let the customer choose what level they want to be, from Beer, to Bin Green or Hipster Chino. Once you have chosen your level and registered online you simply print off the card and you’re in!”
The premise behind the Infrequent Flyer Club is simple.
“Aside from being fun and humorous, essentially it’s about encouraging customer engagement with the Tigerair brand and at the same time, providing our club members with information and “infrequent” rewards to assist them to make their next travel plans,” Regan added. “The club will provide Tigerair with a platform to constantly engage with Australians in an innovative way that brings the brand attributes to life.”