Tigerair launches new brand platform ‘Go for it’ encouraging Australians to travel
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Budget airline Tigerair has created a new brand platform ‘Go for it’, based on a consumer insight which revealed the main reason people travel is to see their loved ones.
Developed by McCann Australia, Tigerair has also created a 30-second commercial which encourages Australians to travel by taking advantage of low-cost airfares, because “escaping is sometimes exactly what you need”.
The ad features people travelling to attend sporting games, to see their family and to surprise their friends.
“You can go for any reason no matter how small” is the tagline used at the conclusion of the ad.
With a media spend of $710,000, the campaign will run across YouTube, Facebook, Snapchat, Instagram and out-of-home.
Merren McArthur, CEO Tigerair, said in a statement: “At its heart, the campaign is about seizing the moments that matter, and how Tigerair can connect you with your family and friends at any time – so you can just go for it.
“Once upon a time flying was a luxury, but with Tigerair you can go interstate for a weekend away, you can go because you need a break from the everyday, you can go to see friends for diner, or you can go for no reason at all.”
Tigerair aims to target the youth market, but includes a range of demographics in the advertisement.
Questions & Answers
Q.What consumer insight led Tigerair to develop this new brand platform?
What consumer insight led Tigerair to develop this new brand platform?
The new brand platform ‘Go for it’ is based on a consumer insight. This insight revealed that the main reason people choose to travel is to visit and see their loved ones.
Q.Which advertising channels will Tigerair use to promote the ‘Go for it’ campaign?
Which advertising channels will Tigerair use to promote the ‘Go for it’ campaign?
The campaign will be promoted across a variety of digital and traditional channels. These include YouTube, Facebook, Snapchat, Instagram, and also out-of-home advertising placements.
Q.What is the primary target market for Tigerair’s new campaign?
What is the primary target market for Tigerair’s new campaign?
Tigerair's campaign is primarily aimed at the youth market. However, the advertisement itself features and includes a diverse range of demographics to appeal more broadly.
Q.How much money has Tigerair allocated for the media spend of this campaign?
How much money has Tigerair allocated for the media spend of this campaign?
Tigerair has allocated a media spend of $710,000 for the 'Go for it' campaign. This budget covers its distribution across various advertising platforms.