Tiger Airways grabs top spot in TripAdvisor advertising challenge

The low-cost carrier will receive USD 100,000 worth of media value.

In a release, TripAdvisor, a travel website, announced the Singapore winner of its 2012 creative advertising challenge – a unique opportunity for the travel industry to showcase their creativity, and compete for the chance to win from a total prize fund of USD 1.5 million in advertising value on TripAdvisor.

Tiger Airways (Tiger) takes top spot in the Singapore leg of the competition. As part of its prize, Asia’s leading low cost carrier will receive USD 100,000 equivalent in media value for the implementation of the campaign on TripAdvisor this year.

The winning concept is focused on Tiger empowering travellers to acquire new and unique experiences. Jointly developed with creative agency The Idea Laboratory, the campaign brings to life one-of-a-kind “Tiger Tips” for destinations Tiger flies to.

Cindy Tan, Vice President of Display Sales, APAC for TripAdvisor said, “The judges for Singapore were excited to see such an engaging visual campaign from an airline that is usually geared towards tactical messaging. The “Tiger Tips” message sits very well in the TripAdvisor environment and at the same time showcases the routes that Tiger flies to. This will resonate well with our audience.”

“We recognise that our customers enjoy memorable holiday experiences as much as they do our great value fares. Tiger Tips are designed to enable our customers to live it up at these amazing destinations that we fly to,” said Tiger Airways Commercial Director Dave Perring.

“We also understand the fun of sharing these experiences with friends and family and made sure that the campaign lets travel fiends do just that!” added Mr Perring.

The campaign revolves around sharing tips for dining, shopping, relaxing and simply having a good time in the top Asia cities that Tiger flies to. TripAdvisor users can also share their own travel recommendations. Travellers with the best submissions will stand a chance to win Tiger flights.

TripAdvisor’s Cindy Tan continued, “We were extremely impressed with both the quantity and quality of entries from all over the EMEA and APAC region, it was great to see brands extending their focus beyond sales-led creative and instead think about how they can use TripAdvisor and online display formats to engage and build their brand profiles to achieve long term strategic goals.”

The winning campaign will run on TripAdvisor from August to October 2012. The campaigns were judged by a panel of TripAdvisor sales and marketing experts.