The new logo
The Asian low-cost carrier group
unveiled its new brand identity today in ceremonies at Singapore Changi
and Melbourne Tullamarine airports. The new branding has got rid of the
old ‘leaping tiger’ emblem in favour of a softer, more contemporary
look, with a lower-case grey and orange logo and livery. Tigerair said
the new image was intended to be “warm, passionate and genuine”.
“Leisure
travel is all about accumulating great experiences and memories. We
hope that the new Tiger air can represent relaxation, joy and adventure
in the hearts on our customers,” said Koay Peng Yen, group CEO of Tiger
Airways Holdings.
An Airbus A320 was re-branded overnight and unveiled in front of the media this morning.
Following today’s unveiling, the new branding
will be rolled out across the group, with the four regional units being
renamed as Tigerair (Singapore), Tigerair Australia, Tigerair
Philippines and Tigerair Mandala (Indonesia). The carrier has also
launched a new-look website, which will go live from today.
The
rebranding comes at a key time for Tiger, especially in Australia. The
unit is in the process of being partially taken over by Virgin
Australia, which has agreed to buy 60% of the low-cost carrier from
Tiger Airways Holdings. As part of the deal, Virgin has vowed to expand
Tiger’s Australian fleet and operations.
All this comes just two
years after Tiger’s Australian operations were grounded for two months
due to safety violations. Under the watchful eye of Australia’s aviation
regulators, the airline has been gradually rebuilding its services, and
its reputation, ever since.
“Today’s news is much more than just
a fresh coat of paint and a new logo – it is the start of the revival
of our airline here in Australia and should be seen as reinforcement of
our commitment towards continuous innovation and improvement. The
strategic repositioning of the brand will assist us through a
significant period of growth over the coming years,” said Rob Sharp, CEO
of Tigerair Australia.
Nick
(Source: Travel Daily Asia)
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