SIA confirms Scoot, chooses agencies

Singapore Airlines' budget carrier Scoot has officially confirmed its brand name, also appointing boutique agencies Sparkfury and Tangoshark as its agencies of record.

The airline is looking to take an upbeat, fun, leisure-oriented and slightly quirky approach to its branding, said Scoot in a statement. The aircraft livery, with its waves and colour, aims to give a sense of motion, happiness,lightheartedness and youth.

"The guys and girls from Sparkfury and Tangoshark captured the essence of our brand from the get-go, and were not afraid to challenge convention and be different. That's exactly the spirit we like and want of our partners and our staff - an attitude that's unique, the Scootitude that encapsulates our values and spirit and that should be apparent to guests whenever they interact with us," said Campbell Wilson, CEO of Scoot (pictured).

The medium and long haul budget carrier is expected to begin operations in mid 2012 with an initial fleet of four Boeing 777 aircraft, and is wholly owned by SIA.