Tiger Airways rebranded to boost market share

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tigerair-200Singapore low-cost carrier Tiger Airways has lost its iconic tiger brand image and is now flying under “Tigerair”, a rebranding effort aimed at boosting its market share and creating synergies between all Tigerair operations in Singapore, Indonesia, the Philippines and Australia.

The airline has swapped its leaping tiger logo for a black and orange Tigerair motif on a white background, which it says represents Tigerair’s “warm, passionate and genuine” personality. The carrier added that the change is “more than a new logo and fresh coat of paint”.

Tigerair passengers can now connect flights seamlessly in Singapore without clearing immigration or transferring their own luggage. The airline also plans to enable mobile and web check-in for all customers, but it did not mention that ticket prices would be cut.

It also plans to expand its route network in Malaysia, by adding flights from Singapore to Ipoh, Kuala Terengganu and Kota Kinabalu and by making Penang a “connection hub” for Malaysia. Six new aircraft are expected for delivery by March 2014 for that purpose. Overall, Tigerair said it expects a growth in passenger numbers of around 20 per cent per year.

In the past, the airline has been plagued by problems with its Australian subsidiary and by start-up losses in the Philippines and Indonesia. The airline will now sell a 60 per cent stake in Tigerair Australia to Virgin Australia.

Tiger Airways Holdings, the owner of the brand, consists of wholly owned Tigerair Singapore and partially owned Tigerair Australia , Tigerair Philippines  and Tigerair Mandala. It is listed at the Singapore stock exchange with majority owners being Singapore Airlines and Dahlia Investments, a wholly owned subsidiary of Singapore’s sovereign wealth fund Temasek Holdings.

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Reading Time: 1 minute

Singapore low-cost carrier Tiger Airways has lost its iconic tiger brand image and is now flying under “Tigerair”, a rebranding effort aimed at boosting its market share and creating synergies between all Tigerair operations in Singapore, Indonesia, the Philippines and Australia.

Reading Time: 1 minute

tigerair-200Singapore low-cost carrier Tiger Airways has lost its iconic tiger brand image and is now flying under “Tigerair”, a rebranding effort aimed at boosting its market share and creating synergies between all Tigerair operations in Singapore, Indonesia, the Philippines and Australia.

The airline has swapped its leaping tiger logo for a black and orange Tigerair motif on a white background, which it says represents Tigerair’s “warm, passionate and genuine” personality. The carrier added that the change is “more than a new logo and fresh coat of paint”.

Tigerair passengers can now connect flights seamlessly in Singapore without clearing immigration or transferring their own luggage. The airline also plans to enable mobile and web check-in for all customers, but it did not mention that ticket prices would be cut.

It also plans to expand its route network in Malaysia, by adding flights from Singapore to Ipoh, Kuala Terengganu and Kota Kinabalu and by making Penang a “connection hub” for Malaysia. Six new aircraft are expected for delivery by March 2014 for that purpose. Overall, Tigerair said it expects a growth in passenger numbers of around 20 per cent per year.

In the past, the airline has been plagued by problems with its Australian subsidiary and by start-up losses in the Philippines and Indonesia. The airline will now sell a 60 per cent stake in Tigerair Australia to Virgin Australia.

Tiger Airways Holdings, the owner of the brand, consists of wholly owned Tigerair Singapore and partially owned Tigerair Australia , Tigerair Philippines  and Tigerair Mandala. It is listed at the Singapore stock exchange with majority owners being Singapore Airlines and Dahlia Investments, a wholly owned subsidiary of Singapore’s sovereign wealth fund Temasek Holdings.

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