Tiger Air

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In late December 2011, Best Group were engaged by Tiger Air Australia to provide design and consultancy services on a new signage style guide project for their nationwide airport terminals throughout the country. Since inception to the Australian marketplace, the Tiger marketing team ascertained that there was a varied mix of brand communications and elements that had inadvertently been installed throughout the network over the years, and that it was time to create consistency to improve customer engagement.

The result was a new look at the airport as a brand touch point for Tiger; Best Group developed a new strategic framework for less clutter and less ‘branded’ elements and introduced a more strategic approach to information delivery within the space to ease the customers’ engagement at check-in. Best Group have delivered a new look signage style guide (in conjunction with brand refresh efforts by brand agency MCann Worldwide) and have delivered site specific documentation to each of the port networks throughout Australia.With a keen eye from marketing chiefs at Tiger Corporate in Singapore, the new strategy could be adopted and rolled out with the parent company around Asia (and the globe) following motioning of its success with improving customer experience sentiment, and indeed, the overall bottom line of operations.