Budget airlines are a relatively new phenomena within Australia. Since launching in 2007, tigerair has opened the sky to millions of Australians, but their service expectations were established and shaped by the premium market. To re-adjust expectations of what a budget airline delivers, we launched a new kind of loyalty program, one that breaks category conventions: The Infrequent Flyers Club. Offering flyers almost nothing at all, this real program makes low-cost, no frills flying a badge of honour. The campaign resulted in nearly 500,000 members registering in the Infrequent Flyers Database, raising revenue by 5% and achieving a 363% ROI (Internal client data 2015).