Singapore – Scoot, Singapore Airlines Group’s low-cost arm, has tapped brand and customer experience agency VMLY&R Singapore to help the airline’s creative strategies. Alongside this, Omnicom Advertising Group-owned network PHD has been appointed to handle global media planning and buying.
The 2-year appointment follows a closed-door pitch. The mandate entails the creative partners to support Scoot’s aim to be a low-cost carrier that emphasises quality flying services at pocket-friendly pricing while maintaining stringent health and safety standards. On a global scale, integrated brand work will include digital, social, outdoor, and above-the-line media.
Named the World’s Best Long-Haul Low-Cost Airline by Skytrax in 2021, Scoot’s network encompasses 72 destinations across 16 countries and territories.
Agatha Yap, director of communications for brand and marketing of market partnerships and loyalty at Scoot, said that with the easing of border restrictions in many parts of the world, the future looks exciting for the airline. “It is therefore timely for us to fortify our strategies and efforts to rebuild travel confidence, strengthen our brand, and step up our role in enabling physical human connections, especially given the fact that we celebrate a decade of flights in June 2022,” Yap said
Yap added, “We look forward to working with VMLY&R and PHD as partners to build our brand narrative and creative pieces using the most relevant media channels to speak to our customers in key markets around the world.”
Commenting on the win, Preethi Sanjeevi, managing director, VMLY&R Singapore, said that it’s always exciting to start working with a new client, but this feels amplified now that they’re seeing the resumption of air travel with restrictions being eased globally.
“Being deprived of foreign travel means many people are eager to explore new and exciting destinations. Scoot is the perfect choice for people looking to pursue their travel dreams, and we’re really enjoying working together to help these travellers follow their wanderlust,” Sanjeevi said.
Meanwhile, Chloe Neo, chief operating officer of Omnicom Media Group Singapore commented, “The resumption of leisure travel presents new opportunities for us to tap on meaningful use of data to connect with travellers with greater empathy. Coupled with the calibre and passion of the team, we look forward to leveraging our network capabilities to build brand love and measurable business impact for Scoot.”
