Tigerair Australia has launched a wonderfully lighthearted Infrequent Flyer Club, a new online club for Australians “who don’t fly as often as they would like but still want to be part of a frequent flyer scheme that offers regular updates on great deals as well as other surprises and rewards for flying with Tigerair”.
A campaign for the new club, created in partnership with McCann Australia, plays on Tiger’s reputation as Australia’s cheapest airline – and features some very funny commercials on YouTube (see below).
The club is being promoted with a campaign running across YouTube as well as paid media channels, outdoor, radio, social media, airport advertising and at-airport and on-plane activation – all driving consumers to the club website: http://infrequentflyers.com/
The platform allows the airline to keep its members up-to-date with deals. The first 5000 members to join will receive a AUD 100 flight voucher.
“Most Australian travellers don’t fly often, or as often as they’d like, because it is just too expensive and therefore the merits of belonging to a frequent flyer program become pretty meaningless,” Vanessa Regan, Tigerair Australia’s Head of Communications, explains.
“The Infrequent Flyer Club will allow Tigerair to keep customers up-to-date with great deals to great destinations as well as offer small surprise and delight rewards for flying with us, and fulfil our mission of putting more people in the sky.”
The first 5,000 members to join the Infrequent Flyer Club will receive a free flight voucher for AUD 100, and in subsequent weeks, further promotions will give more fun rewards to more members.
Unlike frequent flyer schemes that start you off at bronze and make you work hard to climb the ranks, Tigerair’s Infrequent Flyer Club will let members choose whatever level they want “from 70’s brown all the way to triple emerald sapphire ivory”.
“Looking further ahead the Infrequent Flyer Club provides Tigerair with a platform to constantly engage with Australians in a brand new way by bringing a sense of humour to the brand whilst reinforcing Tigerair as the challenger brand within the Australian domestic market,” Regan said.
The tongue-in-cheek commercials for the new club are brief, amusing and worth watching. The longest is about a minute and most are far shorter than that: