Tiger ditches name, logo

Written By Unknown on Rabu, 03 Juli 2013 | 20.01

CEO Robert Sharp announces the new look branding for tigerair at Melbourne airport.

The first Tiger aircraft to be rebranded has been unveiled at Melbourne Airport. Picture: James Morgan Source: Supplied

BUDGET carrier Tiger Airways has ditched its famous leaping tiger logo and undergone a name change as part of a bid to bring the airline into a "new era".

The first aircraft flying under the new name, Tigerair, and logo has been displayed in Melbourne this morning as CEO Rob Sharp detailed the planned "revival" of the airline.

The previous tiger logo has been replaced with what the airline has called a "distinctive and contemporary new logo ... embodying the key elements of Tigerair's personality: warm, passionate and genuine". The logo spells out the airline's new name in grey writing, with some orange sections.

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The airline has also unveiling a new-look website.

The announcement comes after its rival Jetstar was named the best low-cost airline in Australia by Skytax in a survey of 18 million passengers around the world. Only time will tell if Tigerair can claw its way into the top spot next year.

It's also just a matter of days before Tigerair's joint venture with Virgin is expected to be finalised, with Mr Sharp saying the changes mark the beginning of a bright future for the company.

"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," Mr Sharp said.

Tiger ditches name, logo Source: News Limited

"We've come a long way over the past two years ... however we have a long way to go. Our two key priorities now are to create a stronger operating platform that can deliver growth and to build a sustainable business that brings greater competition to the Australian budget carrier market.

"The strategic repositioning of the brand will assist us through a significant period of growth over the coming years ... we are ready for change."

While strengthening competition in the budget airline segment with low airfares is important, Mr Sharp said there will also be more emphasis on customer service.

"We're a real airline for real people but we do understand that we need to put the customer at the forefront of our approach to ensure they choose to fly Tigerair."

Perhaps the airline is looking to avoid repeats of two negative passenger experiences which hit the headlines recently: travellers stuck on a Tigerair flight last month caused on outcry when they talked of how they were charged for water, and another passenger attracted a lot of attention when he complained about his flight on Facebook.

The previous Tigerair name and logo. Picture: Supplied

The ACCC gave the green light to Virgin Australia's proposed acquisition of 60 per cent of Tigerair back in April, finding that without the deal the budget airline would go under.

"The ACCC's view is that this acquisition is unlikely to lead to a substantial lessening of competition in the Australian market for domestic air passenger transport services," ACCC Chairman Rod Sims said at the time.

"Essential to reaching this view was the ACCC's assessment, made after thorough and extensive testing of the issue, that Tiger Australia (now Tigerair) would be highly unlikely to remain in the local market if the proposed acquisition didn't proceed. Absent this conclusion the acquisition raised considerable competition concerns.

"In making this assessment the ACCC had particular regard to Tiger Australia's (now Tigerair) history of poor financial and operational performance. In six years in Australia, Tiger has never made an operating profit, and its current losses are large."

The airline is hopeful of turning the situation around.


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