News

Scoot joins Australian LGBT tourism body to ‘differentiate brand from other low cost airlines’

Scoot logoGALTA logoSingapore Airlines-owned airline Scoot has signed up as a member of LGBT tourism organisation the Gay and Lesbian Tourism Australia (GALTA) as it looks to differentiate its brand from other low cost carriers.

The three year-old airline made the announcement today, a week after the brand’s home country, Singapore, held its annual LGBT rights rally Pink Dot. Neither Scoot or its parent brand Singapore Airlines were among the sponsors.

Dennis Basham, the airline’s Australia general manager said in a press release that Scoot was differentiating itself from other low-cost airlines by “focussing on creating a sense of fun and providing a warm welcome to all travellers.”

“As a relatively new airline, Scoot brings a lot of enthusiasm and energy in connecting our guests with some great Asian destinations and we see the gay and lesbian community as a key audience,” he said.

“As frequent travellers with a tendency to take long-haul holidays to warm, beach destinations and countries with a rich, cultural landscape, the LGBT market [in Australia] is already choosing to fly with Scoot and our aim is to become the preferred airline,” said Basham.

Scoot has been a boisterous sort of brand in recent months, accusing US carrier Spirit Airways of copying its branding and marketing and using the similarities to launch a PR campaign of its own.

In April, it named a newly acquired Boeing 787 ‘Inspiring Spirit’ in mocking tribute to the American airline.

ADVERTISEMENT

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.

 

SUBSCRIBE

Sign up to our free daily update to get the latest in media and marketing