VMLY&R Singapore and PHD, Omnicom Media Group-owned network, have been appointed by Scoot, the low-cost arm of the Singapore Airlines Group, to support its aspiration of being a leading low-cost carrier, which emphasises quality flight services at pocket-friendly prices, while maintaining robust health and safety standards.
The 2-year appointment follows a closed-door pitch which will see VMLY&R Singapore work on enhancing Scoot’s creative strategies, while PHD will focus on managing global media planning, and buying. Integrated brand work will span digital, social, out-of-home and above the line communications, on a global scale.
Named the World’s Best Long-Haul Low-Cost Airline by Skytrax in 2021, Scoot’s network encompasses 72 destinations across 16 countries and territories.
Agatha Yap, Director of Communications, Brand and Marketing, Market Partnerships and Loyalty at Scoot, said: “With the easing of border restrictions in many parts of the world, the future looks exciting. It is therefore timely for us to fortify our strategies and efforts to rebuild travel confidence, strengthen our brand, and step up our role in enabling physical human connections, especially given the fact that we celebrate a decade of flights in June 2022. We look forward to working with VMLY&R and PHD as partners to build our brand narrative and creative pieces using the most relevant media channels to speak to our customers in key markets around the world.”
Preethi Sanjeevi, Managing Director, VMLY&R Singapore, said: “It’s always exciting to start working with a new client, but this feels amplified now that we’re seeing the resumption of air travel with restrictions being eased globally. Being deprived of foreign travel means many people are eager to explore new and exciting destinations. As the world’s best in its category, Scoot is the perfect choice for people looking to pursue their travel dreams, and we’re really enjoying working together to help these travellers follow their wanderlust.”
Chloe Neo, Chief Operating Officer of Omnicom Media Group Singapore, said: “With the global travel scene making a comeback, we are honoured to be partnering with Scoot, be a part of their pivotal growth and accelerate our joint ambition. The resumption of leisure travel presents new opportunities for us to tap on meaningful use of data to connect with travellers with greater empathy. Coupled with the calibre and passion of the team, we look forward to leveraging our network capabilities to build brand love and measurable business impact for Scoot.”