Scoot takes off with new creative and media partners

Scoot has appointed VMLY&R to support on creative, brand and social campaigns, and PHD to support on media planning and buying. The appointment will be for an initial two years with the possibility of extending another year if there is no change to the scope. The creative pitch was first called last November.

BLKJ Havas was the incumbent and was reappointed in 2020 until 31 March 2022. The agency previously worked with Scoot through an "intense period of rapid growth". Through BLKJ Havas' work, Scoot said it has seen strong results across its global network. Meanwhile, the media incumbent is GroupM's Essence which was also appointed in March 2020 to handle global media duties. It is also working with BCW Singapore for PR duties.

In a previous statement, Scoot said: “We near our end of contractual term with the current appointed agencies, this is an opportunity for Scoot to review business and commercial priorities as we prepare ourselves for the next phase and gradual resumption of travel." Scoot's marketing team is currently led by Agatha Yap, who replaced Jacqueline Loh in 2020. Yap is responsible for market and brand development, communications, social media and new revenue at Scoot.

Scoot's parent company, Singapore Airlines Group, posted a quarterly profit for the first time since the onset of the pandemic, recording a third-quarter net profit of SG$85 million. This came amidst a significant step-up in air travel to and through Singapore during the October to December 2021 period, as well as continued robust demand and strong yields in the cargo market.

As of 31 December 2021, Singapore Airlines’ operating fleet comprised 121 passenger aircraft and seven freighters while Scoot had 50 passenger aircraft in its operating fleet. During the quarter, Scoot launched operations to Gatwick via Bangkok and Davao, and resumed services to Jeddah.

By the end of the December quarter, the Group’s VTL network covered 31 cities across key markets in Australia, Europe, India, North America, Southeast Asia, and South Korea. The Group’s passenger network covered a total of 85 destinations, up from 65 in the previous quarter, with SIA serving 63 and Scoot serving 35.

During the first two months of 2022, Scoot launched operations to Miri, and resumed operations to Amritsar, Gold Coast, and Hanoi. The airline will progressively include Chiang Mai, Cebu, Clark, Davao, Hong Kong, Jeddah, Krabi, London (Gatwick), and Phuket to its VTL network, and will also increase its frequency for services between Singapore and Phuket.

Photo courtesy: 123RF

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