Scoot takes off with BCW for PR duties in Singapore

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Scoot has appointed Burson Cohn & Wolfe to manage PR duties in Singapore following a first closed-door pitch. This is Scoot's very first post-pandemic corporate communications retainer and BCW will work with the airline to raise awareness of the brand and reputation in the market, along with the safe and gradual resumption of international air travel.

Agatha Yap, Scoot's director, communications, brand and marketing, market partnerships and loyalty, said BCW Singapore's market leader Cindy Lim and her team immediately won the airline over with its understanding of the industry, clarity of thought and creative energy. "We are excited to be partnering with them on our corporate communications efforts in Singapore. We believe passengers’ urge to travel is alive and well. Post-pandemic, we are confident Scoot’s strong value proposition, coupled with an innovative, safe and Scootitude-fuelled travel experience, will meet the demands of mass leisure travellers," she explained.

Lim added that Scoot is a household name and an innovation-driven, youthful brand, "one that invokes a sense of adventure and fun that the team is excited to communicate to the market". “Singapore is, and will continue to be, a critical hub for both travel and tourism and strategic communications in Asia-Pacific, and our focus will be on leveraging our earned-plus capabilities to reach people wherever they are for Scoot as it enters its next phase of growth," she added. MARKETING-INTERACTIVE has reached out to BCW for additional information.

The airline is currently in the midst of a closed-door creative pitch. The appointed agency will offer support on creative, brand and social campaigns, with the appointment being over an initial two years with the possibility of extending another year if there is no change to the scope. BLKJ Havas is the incumbent.

Scoot was recently named the World's Best Long-Haul Low-Cost Airline by Skytrax. The airline recently expanded its network to include London's Gatwick airport via Bangkok Suvarnabhumi Airport, marking its first entry into the UK. It also resumed three-times-weekly non-stop flights between Singapore and Berlin, following Singapore's expansion of its Vaccinated Travel Lanes arrangements.

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Photo courtesy: 123RF

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