Scoot appoints PR agency to lead communications in China

Scoot has appointed DeVries Global as its PR agency to lead its communications strategy in China for a year.In a statement to Marketing, Scoot's spokesperson said the contract is on a retainer basis with ad hoc projects based on Scoot's needs. A pitch was held in May and DeVries proposed a "holistic" online/offline brand communication campaign. Communications agency GHC Asia was the incumbent for the account.According to the spokesperson, work for Scoot commenced in mid-June, shortly after the pitch result was announced.DeVries will be responsible for areas including news release development and circulation, media trip management, media pitching and crisis management, added the spokesperson. It is also hoping to leverage its influencer resources to boost Scoot's awareness in China.According to the press statement, the new partnership will enable Scoot to bring to life the travel experiences the airline offers to its young-at-heart Chinese travellers.With the upcoming merger of Scoot and Tigerair under a single operating license on 25 July under the Scoot brand, it is stepping up marketing and communications initiatives to build brand familiarity and trust for Scoot, especially for routes currently operated by Tigerair."DeVries is a young and energetic brand, just like us, and we are very impressed by their holistic brand communication approach and outside-the-box thinking. We believe that the strategic relationship with DeVries Global will boost Scoot’s awareness in China and bring our brand to the next level," Lee Yong Sin, general manager China, Scoot"For the past few years, DeVries has been at the forefront of helping brands create imprints that change behavior through culturally connected communication. We are thrilled to assist in spreading the word about Scoot and the wonderful travel opportunities it will offer the Chinese consumer," said Andres Vejarano, regional managing director, Asia, DeVries Global.Last month, Tigerair was folded under Scoot and the airline intends to step up marketing and communications initiatives to build brand familiarity and trust for Scoot in these markets. Both marketing teams have been integrated since the merger process began in 2016, and the company has been jointly marketing Scoot and Tigerair in Southeast Asia. No key personnel changes were announced last month.