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Tiger Airways unveils rebrand

Tiger CEO Sharp:

Tigerair Australia CEO Sharp: Looking to build a strong brand | Pic: Supplied/ James Morgan

tigerairways

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Low cost operator Tiger Airways has unveiled a major rebranding of the airline as Tigerair.

The name change is part of a global rebranding by the Singapore Airlines-owned company – devised by Singapore’s The Little Secret Agency – and comes just days before it finalises a joint venture with Virgin.

The move follows last year’s grounding of the airline in Australia, which saw the brand receive significant amounts of negative media attention after the Civil Aviation Safety Authority declared it had “lost confidence” in the cost-cutting airline.

At a press conference in the state of Victoria this morning Tigerair Australia CEO Rob Sharp conceded the airline would have a fight to restore consumer confidence.

“When you change a brand it’s something where you don’t just flick a switch and all of a sudden you’re a new airline,” said Sharp.

“But we accept there is a market that we need to bring along for the journey and a big part of today is making that statement.

“We’re very aware that this is a journey, this is just the beginning, and we are looking at building a strong brand. The safety issues are a thing of the past and we have a number of processes that have been put in place.”

The airline CEO said the rebranding was part of the revival of the airline.

“Today’s news is much more than just a fresh coat of paint and a new logo – it is the start of the revival of our airline in Australia,” said Sharp.

“The brand with the leaping tiger was from a past era and we believe this is an opportune time, particularly in Australia, to state who is Tiger and what we stand for,” he said.

“The strategic repositioning of the brand will assist us through a significant period of growth over the coming years.”

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Nic Christensen

Nic Christensen flew to Melbourne and received overnight accommodation courtesy of Tigerair.

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