TIGER AIR: INFREQUENT FLYER CLUB

A tongue-in-cheek campaign designed to celebrate the silent majority of travellers; the people who just want to get from A to B without paying for the silver service. Instead of apologising for being a low-cost carrier, we weaponised it by launching the Infrequent Flyer Club. It was a loyalty program for the rest of us, rewarding people for staying home, sitting in the cheap seats, and not pretending that a 90-minute flight is a lifestyle choice. By championing the budget-conscious traveller, we turned a no-frills service into an honest, relatable brand personality.