Racheal Lee
Jan 17, 2013

Tiger Airways appoints TSLA as regional brand agency

ASIA-PACIFIC - Low-cost carrier Tiger Airways Group has named Singapore-based independent creative agency The Secret Little Agency (TSLA) as its brand agency for the region.

Tiger Airways appoints TSLA as regional brand agency

This appointment was made after a three-month closed-door pitch. The move came in a time when the carrier is entering a new phase of growth, and is looking at investing in its brand to build closer connections with its customers and the markets it operates in.

Tiger Airways aims to be the leading low-cost carrier in Asia-Pacific and is focused on providing customers with a seamless experience from the point of booking to the return from their travels.

“A renewed brand identity will enable us to build greater affinity with the communities we serve and to deliver a Tiger experience our customers will appreciate,” said Alexander Knigge, chief commercial officer at Tiger Airways Holdings.

TSLA’s design practice will lead the rebranding exercise and will work closely with the carrier to audit, assess and develop an evolved brand footprint and strategy across the group.

The first phase of the renewed brand will be unveiled in the first half of 2013.

“There is this new energy pulsing through the organisation which really excites us,” said Chiewling Tan, group director of operations at TSLA. “Growing a Singapore brand like Tiger Airways to realise their fullest potential to outplay and disrupt the cluttered low-cost carrier space is a brief that is entirely up our alley.”

Tiger Airways and its partner airlines operate a fleet of 41 Airbus A340 aircraft, with an average age of less than three years. Last year, the airline acquired stakes in Mandala Airlines in Indonesia and SEAir in the Philippines to grow its "paw print" to more than 50 destinations across 13 countries in Asia-Pacific. The airline recently extended its network to cover Bali, Colombo, Padang, Pekanbaru and Phnom Penh.

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