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Singapore Airlines' Scoot Hires Fleishman-Hillard To Build Brand

Asia Pacific, Global

Holmes Report 13 Mar 2012

SINGAPORE--Scoot, Singapore Airlines' new low-cost carrier, has named Fleishman-Hillard as its agency-of-record in Asia-Pacific. 

F-H prevailed in a competitive review against several other firms, as revealed by the Holmes Report last month. 

The agency will work with Scoot to raise awareness of its brand and strengthen its overall reputation throughout 2012, as Scoot aims to expand its market position and attract travelers to its new routes and services.

“Not only is Scoot an exciting, up-and-coming airline, it’s also a novel and unconventional carrier that offers a world of possibilities for travelers,” said Tarun Deo, Fleishman-Hillard managing director, Southeast Asia and India.

Scoot was unveiled last year, and will soon commence flights to Australia and China, before expanding to destinations in India, Europe, Africa and the Middle East. The airline is viewed as a move by Singapore Airlines to prevent low-cost carriers such as AirAsia and Jetstar from further eating into its market share.

Last year, Scoot selected boutique firms Sparkfury and Tangoshark to handle creative and interactive duties, respectively. The airline calls its attitude toward customer satisfaction 'Scootitude'.

“We’re glad to be working with Fleishman-Hillard – clearly an agency that understands our passion for great value and great fun,” said Scoot’s CEO, Campbell Wilson.

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