EXCLUSIVE: After a protracted pitch, budget airline Tiger Airways has appointed Smart Melbourne as its first local creative agency to rejuvenate the under-fire brand.
Smart won the account after battling it out against four other agencies at the shortlist stage. Tiger Airways kicked off a pitch for its creative account in January, with the decision initially expected in April.
Tiger Airways marketing manager Dominika Gac told AdNews: “We’re excited to have a local agency helping us to define the brand voice, keeping it relevant to the Australian consumer. We can bounce ideas off each other, they [Smart] understood us.
“We’re a young brand in the market and will be looking to establish and reposition ourselves.”
Previously, the airline used The Idea Lab in Singapore for its creative services. Tiger Airways is headquartered in Singapore and part-owned by Singapore Airlines.
Smart will be working across all consumer touch points, including television, print, digital and direct marketing. A campaign will be unveiled later in the year and will run through until Christmas.
For the full story, read today's AdNews.
Have something to say? Send us your comments using the form below or contact the writer at wenleima@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.