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McCANN Australia Truth Well Told

Infrequent Flyers Club

AMES | APAC Effies | Cannes Lions | One Show | Aces | Adfest | Mumbrella

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77% of Australians fly less than three times a year for the simple reason that it’s too expensive. While many airlines try to encourage repeat customers through glamorous loyalty programs, the ugly truth is most Australian’s don’t fly enough to make these programs worthwhile. Our objective was to re-adjust people’s expectations of air travel and shine a light on the real value of low cost flight.


We launched a new kind of loyalty program: The Tigerair Infrequent Flyers Club.

A real program that makes low-cost, no-frills flying a badge of honour, targeting people who hardly fly at all. This satirical take on typical airline fanfare highlights the real benefit of tigerair – great value flights, not meaningless loyalty points, tiny bottles of wine or shiny membership cards.

The campaign launched with a bespoke CRM platform, films for cinema and online, radio, social media activity, and airport installations featuring a non-existent airport lounge, complimentary tap water and VIP seating (when available).

The campaign captured the attention of the media and passengers alike. There are currently over 500,000 Infrequent Flyers in the tigerair database, contributing to tigerair’s first quarterly profit in five years.

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