Scoot-Tigerair to reflect single brand identity post merger

Tigerair will commence operations under the Scoot brand on 25 July 2017, as both airlines aim to complete their integration. This is of course, subject to final regulatory approval.

According to the press statement, Scoot-Tigerair check-in counters will reflect a single Scoot brand post-merger and Tigerair's Airbus aircrafts will be repainted progressively to reflect the Scoot name and signature bright yellow curves by mid-2018. Scoot's website and call centre will service all flights under both airlines.

Lee Lik Hsin, CEO of Budget Aviation Holdings, said: "The Scoot brand, known for its cheeky and fun vibe as well as innovative products, is well-loved by travellers around the world. We are looking forward to taking the brand further and offering guests a seamless travel experience throughout Scoot's expanded network, with the completion of our integration into a single airline."

In a statement to Marketing, a spokesperson for Scoot said while the company's brand philosophy remains the same, there will be "some slight updates" in terms of the Scoot branding which will be unveiled on 25 July 2017.

When asked why Tigerair was integrated under Scoot rather than vice versa, the company's spokesperson said Scoot has become a well-known brand in the aviation industry, elevating budget travel experience for customers. "Through integration under Scoot, Tigerair's strong network and marketing presence in Southeast Asia will benefit from the strength of Scoot's brand," the spokesperson added.

The spokesperson added that there were no key personnel changes with their announcement on 15 June 2017. Instead, a new organisation structure has been rolled out ever since Tigerair announced its intention to pursue a common brand identity under Scoot in November 2016.

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. The company intends to step up marketing and communications initiatives to build brand familiarity and trust for Scoot in these markets.

Following the integration, flight designator codes for Scoot flights will be changed from TZ to TR, the code currently used for Tigerair flights. Scoot and Tigerair will also begin operating under a common license or Air Operator Certificate. On board, a new uniform will be revealed for its cabin crew. The integrated Scoot fleet will consist of Boeing 787 Dreamliner and Airbus A320-family aircraft.

These recent developments will conclude the integration efforts of both airlines since its was first announced last year by Budget Aviation Holdings. The company owns and manages both budget airlines.