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A lesson in rebranding

Rebranding is a strategy in which a new design is used to represent a new identity.
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Rebranding is a strategy in which a new design is used to represent a new identity. It is best to reinvent but to still keep things familiar. The rebranded Tiger Air Philippines, formerly South East Asian Airlines (SEAir) Inc., will soon be flying new international routes straight from local urban centers in the Visayas and Mindanao.

 

The budget carrier is initiating its aggressive new strategy with thrice-weekly flights from Kalibo, Aklan to Singapore and back on July 18. “Our strategy really is to fly out from major cities, international. Of course, we started with Kalibo. And then our next priority is Cebu,” announced Tiger Air Philippines president and CEO Olive C. Ramos on Wednesday.

 

Ramos, however, said that prior to launching the planned Cebu straight to Singapore flight, they will first introduce another route, from Kalibo straight to Hong Kong.

 

“Hong Kong is an international hub; from there you can fly anywhere,” she explained. Asked whether a Davao to Singapore flight was also in the offing, Ramos answered that they are also “looking at the south,” for outbound flights “going to any country in Asia.”

 

In addition, Ramos revealed that Tiger Air will also launch another international flight out of Manila, by yearend. “We want to add more international destinations. Of course, we want to increase our flights to Singapore, Bangkok and Hong Kong. But you know, these emerging economies, such as Cambodia, we are also exploring that,” she said.

 

On Wednesday, Tiger Air unveiled its rebranded aircraft—sans leaping tiger logo, and instead sporting a new orange-and-black striped tail— at Diosdado Macapagal Airport in Clark, Pampanga. Its fleet currently numbers three Airbus A320, each with 180 seating capacity, and two Airbus A319, each with 140 seating capacity.

 

The airline expects to increase its fleet with an additional 25 planes in the next five years. This year, Tiger Air also plans to increase its market share to 5 percent from the current 3 percent; it expects to triple the targeted share to 15 percent, also within a five-year period.  

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The low-cost carrier started flying out of Pampanga in 2004. International destinations are currently limited to Asia, including Singapore; Hong Kong; Kota Kinabalu, Malaysia; and Bangkok, Thailand. Domestic destinations include Bacolod, Cebu, Davao, Iloilo, Puerto Princesa, and Tacloban.

 

Forty-percent of Tiger Air Philippines is owned by Tiger Airways Holdings Ltd., which is in turn partly owned by Singapore Airlines.  

 

Are you thinking about rebranding or franchising your business? Check out our list of contacts here.

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