The agency won the brief after a competitive pitch process lasting several months and involving at least three other agencies, whose names were not disclosed. Euro has been tasked with creating a campaign which will build brand awareness and drive customer loyalty.
Euro RSCG Singapore managing director Matt Fanshawe said the agency's regional network was a crucial factor in the decision-making process. "Tiger Airways is a young, new brand and it's looking to build the brand. It is critical that Tiger gets consistency," he said. "It's easier to achieve that if you have the same network agencies across the markets that it operates in."
The integrated campaign -- which will include both above-the-line and interactive executions -- will roll out initially in Singapore, with Thailand, Vietnam, the Philippines, Hong Kong, Macau and Indonesia to follow. The campaign will run at least until the end of the year.
Launched in September last year, Tiger Airways faces stiff competition from a number of competing low-cost carriers. Regionally, Malaysia-based Air Asia has just begun servicing the Singapore route through its Indonesian sister airline, Awair, while Australian low-cost carrier Jetstar Asia Airways -- a subsidiary of Qantas -- and Singapore's first discounted airline aimed at the mid-frills category, Valuair, are also in the mix.
Fanshawe said now the initial launch period has passed for Tiger Airways, the company's focus has shifted from selling seats to a more long-term, brand-oriented strategy.
"It's building some personality and attitude into the brand, and then making it relevant to customers at that point in time," said Fanshawe.
"They want to (build) up for themselves a brand presence and establish themselves as a brand icon in Singapore, and then roll that out to the other markets," he said.
"They want to get serious about where they're going."