Tiger Airways becomes Tigerair
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Tiger Airways has been renamed Tigerair.
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.
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.
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