Publicis Singapore unveils Scoot’s rebrand campaign after Tiger merger

Following the merger of Singapore air carriers TigerAir and Scoot, Publicis Singapore has released the first stages of a new global campaign designed to tackle passengers’ “low expectations of low-cost carriers”.

The agency has released the first images of the ‘Permitted On Board’ campaign as Scoot officially casts off the Tiger branding for good.

The campaign will roll out globally today through paid digital media and print across Singapore, Australia,
Taiwan, Malaysia, Indonesia and India. Adverts will also appear on radio in Singapore, Australia and India, alongside outdoor channels in Taiwan. Additionally, there will be inflight and on-ground activations in certain markets.

Publicis Singapore was unable to say if and when they would be launching video content to accompany the rebrand. However, Scoot released this video one month before the official merger.

Scoot head of marketing, product and ancillary revenue Jacqueline Loh said: “When they choose to fly budget, they are prepared to trade off certain inflight ‘luxuries’ such as legroom, overhead cabin space, inflight
entertainment found on full-service airlines. We don’t believe flying budget should be a bland experience.”

“This is a huge opportunity for Scoot to define its role and position in this fast-changing category,” added Lou Dela Pena, CEO, Publicis Communications Singapore. “As a brand with an innate openness to bold ideas and a zeal to lead the change, Scoot is a great and inspiring partner, and we could not be prouder to work with this brand.”


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