Strategic Airlines will undergo a rebranding makeover, taking the new name Air Australia, with plans to begin marketing under a low-cost image.
Targeting new international and domestic business, Air Australia will commence under the name from 30 October this year. They will also begin flights between Australia and Honolulu in December this year, The Australian reported.
The carrier also told the newspaper that it is planning to increase its services between Brisbane and Bali as well as enter the Brisbane to Melbourne route.
Strategic Aviation Group chief executive Michael James explained that the changes are in line with growing demand for low-cost but high value travel.
“We see a very strong opportunity in the Australian market with Virgin changing its model to focus on corporate and higher-yield passengers, and a large segment of potential domestic and international travellers now somewhat unattended,” Mr James told the paper.
“Those are the passengers we are interested in. Australians are used to regular travel and at a time when interest rates are rising, the cost of living is rising and Australians are even more price-driven than in the past decade, we intend to look after them with a new airline alternative.”
The airline’s head added that for the moment the carrier would focus on building its international operations out of Brisbane and Melbourne before launching from other ports.
As part of its redevelopment the carrier is also signed on advertising firm, Cummins-Ross. The airline hopes to take advantage of the brand damage done to Tiger Airways during their six-week grounding.