Tiger Australia rebrands as Tigerair

Tiger Australia rebrands as Tigerair
By admin


Tiger Airways Australia has rebranded as Tigerair Australia as the airline sets about reviving its fortunes with a fresh look and new majority shareholder.

Chief executive Rob Sharp insisted it was more than just a coat of paint and new logo.

“It is the start of the revival of our airline here in Australia,” he said. “It should be seen as reinforcement of our commitment towards continuous innovation and improvement.

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

The rebrand, unveiled in Melbourne this morning where the first aircraft carrying the new livery was rolled out, comes just days before its 60% takeover by Virgin Australia is finalised.

Gone is the leaping Tiger, replaced with a “distinctive and contemporary” logo which the airline said reflects its “warm, passionate and genuine” personality.

“The airline recognises it’s not just as simple as saying this, the team needs to live and breathe it day in and day out,” Sharp said. "Today's announcement is a strong statement reinforcing that we mean business and we are ready for a change. We are driving customer choice by bringing real competition to the budget segment of the market."

Along with the rebrand, Tigerair said it is making “fundamental changes” to enhance the consumer experience including a new website which goes live today. It said “consumer facing products” will also be rolled out along with promotions.

“Tigerair is already heading in the right direction,” Sharp said. “We’ve come a long way over the past two years. Those that try us do return and recognise we provide the ability to travel whenever you choose regardless of budget.

“However, we have a long way to go. Our two key priorities now are to create a stronger operating platform that can deliver growth and to build a sustainable business that brings greater competition to the Australian budget carrier market.

“Quite simply, in order to be the airline of choice we need to always remember customers have a choice.”

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