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Tiger Airways,
a Singapore-based low cost airline, has seen an increase of more than 60% in revenue and website visits since it launched its new advertising
campaign: “What’s New Pussycat?” in July this year.
Tiger Airways CEO, Tony Davis,
said that revenue has peaked as high as 76% during periods when the tactical campaigns were running. The “What’s New Pussycat” advertising campaign
was created by Euro RSCG to provide a light-hearted touch to Tiger Airway’s promise of providing a new and refreshing travel experience.
Tiger Airways is currently achieving 75% of its sales on the internet. This was disclosed by Davis when he spoke last week (20 Oct) at the
Wired 2005: Asia Travel Conference on online marketing and technology.
“Around 75% of Tiger Airways seat sales currently comes from the internet, both from the public and agents, while the balance 25% comes from call
centres and airport outlets. This shows that the low cost carrier (LCC) model of using online marketing and technology to reduce operating costs is working in Asia as
well,” Davis said.
“Website traffic is viewed by industry analysts as an integral aspect of the LCC business model, akin to physical traffic in retail stores. As most LCCs try to generate as
much of their sales as possible directly through their websites, this becomes an important point of contact with their customers. That is why Tiger Airways distribution
channels are focused on the internet,” added Davis.
Tiger Airways currently flies to 10 cities in six countries (Singapore, Thailand, Vietnam, Macau SAR, the
Philippines and Indonesia). Flights to Krabi, Tiger Airways’ 11th destination across Asia-Pacific, commenced on 7 October 2005 while pan-regional flights between
Macau and Manila (Clark) will start on 30 October 2005.
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