Scoot names aircraft ‘Inspiring Spirit’ in mocking tribute to American airline it says has copied its marketing

Scoot aircraft

‘Inspiring Spirit’

Scoot has named a newly acquired aircraft after the American airline that it says has aped its branding and marketing.

The four year-old Singapore Airlines-owned budget carrier has named its new Boeing 787 Dreamliner ‘Inspiring Spirit’ in mocking tribute to US carrier Spirit Airlines, which Scoot claims has copied its advertising ideas, brand colours, look and feel, and the brand’s irreverent sense of humour.

Scoot has used these similarities in a PR campaign of its own, with the naming of its new aircraft the latest wheeze to expose Spirit’s alleged brand plagiarism rather than take the legal route.

Scoot has posted a video to Facebook about the similarities, sent Spirit Airlines CEO Ben Baldanza a Scoot creative kit, sent a message carried by a blimp over Spirit’s headquarters, and posted a second video to Facebook offering to name a plane after Spirit.

The new aircraft was unveiled at the Boeing Factory in South Carolina and Spirit Airlines CEO Ben Baldanza was invited to attend the naming ceremony. He did not attend.

“We were flattered to see that we had inspired the look, tone and style of Spirit’s branding, so it was fitting to name our new plane ‘Inspiring Spirit’,” said Scoot’s CEO Campbell Wilson. “Naming a plane after another airline may be a world-first.”

“As carriers with a shared passion for saving people money, and in the spirit of friendship, we’re happy to give Spirit some more tips besides just branding. The offer – like our earlier lunch invitation – is open. Or we might see if we can come up with another creative way of making contact.”

Scoot has tracked the similarities between the two airlines’ branding and marketing with a press document ‘Same same but different?’

Scoot V Spirit

Scoot Vs Spirit iconography

Scoot Vs Spirit advertising sense of humour

Scoot Vs Spirit look and feel

In response to Scoot’s allegations, Spirit has said that the two airlines are “doppelgangers” and “share an approach to saving customers money”.

Wilson has since responded: “There certainly are similarities in our low fares, and obviously in branding and marketing since Spirit was, well, inspired to change theirs, but I think that might be where the similarities end.”

“Scoot was voted 2015’s Best Low Cost Airline Asia/Pacific earlier in the year. Spirit… well, let’s just say that in a recent public poll about airlines in the US, they stood out in a very different way,” he said.

Spirit was recently named America’s worst airline for customer satisfaction.


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