Asia's low-cost airlines are spearheading aggressive expansion plans with new branding campaigns, amid intensifying competition in the booming sector.
Singapore-based low cost carrier (LCC) Tiger Airways has launched a new advertising drive, developed by roster agency Euro RSCG, along with new routes and bases across Asia as it enters its second year of operations.
The airline is also partnering with new Philippines player Southeast Asian Airlines, which has itself named Crush Philippines as its retainer creative agency.
Meanwhile, Singapore rival Jetstar Asia has streamlined its offering with that of sister Australian airline Jetstar Airways under the Jetstar brand, in anticipation of the launch of its long-haul service to six new destinations.
The expansions come as analysts tip the sector for an eventual shakeout.
Tiger Airways' new advertising drive aims to educate consumers about low-cost air travel, and features print and online executions, along with a revamped website and booking engine. Executions offer offbeat statements such as 'Why Christmas is in July', followed by 'or the real deal on booking early online', built around a campaign strapline of 'Get the real deal now'.
"It's really about educating consumers on how it works," explained Euro RSCG managing director Matthew Fanshawe. "A lot of this is about building a cheeky brand persona for them within the consumers' minds."
Fanshawe admitted that heightened price sensitivity in the sector made it imperative for LCCs to develop other points of differentiation, either through brand positioning or routes and infrastructure.
In this regard, JetStar is bidding that its new brand and long-haul rollout will help it carve out a new niche in the market.
New brand campaigns will launch in several Asia markets from the end of August onwards, according to JetStar general manager of marketing David May, with particular emphasis on new destinations such as Vietnam and Indonesia.
"We're really trying to create a more consistent customer experience," explained May. "I don't think we perceive ourselves as a low cost airline; we're a low-fares provider but we don't provide this at the expense of the personality or the product."
