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Impressive results for Tiger campaign

The Singapore-based low cost airline, Tiger Airways has seen an increase of more than 60% in revenue and website visits since it launched its new advertising campaign: “What’s New *censored*cat?” 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 *censored*cat” 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 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 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.