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Scoot takes flight in Malaysia with a new ‘Scootitude’
09 Aug
Scoot the low-cost, medium—to-long-haul airline under Singapore Airlines Group is geared up to bring a brand new ‘Scootitude’ to its service via its most recent brand enhancement. And no, we didn’t make ‘scootitude’ up.
In a press release announcing the airlines latest Malaysian destinations of Kuching and Kuantan, Scoot CEO Mr Lee Lik Hsin said, “Malaysia has been a very important market for Scoot. Our new destinations such as Kuching and Kuantan will complement our robust South-East Asia network. As part of our expansion plans, we will continuously identify opportunities to bring the unique Scoot travel experience called “Scootitude” to more guests in the region.”
The two new destinations are among the five new destinations announced on 25 July in conjunction with the completion of the Scoot-Tigerair integration under the single Scoot brand.
In line with the brand enhancement, uniforms of Scoot’s crew or ‘Scootees’ — which the press release described as ‘affectionately named’ — will also begin donning as new, refreshed look representative of the brand’s enhanced voice.
Perhaps most interesting of all, is their decision to drop their old tagline of ‘Get Outta Here!’
The new slogan ‘Escape the Ordinary’ is thought to be an apt reflection of the airline’s growth.
“Scoot’s new tagline, Escape the Ordinary, is reflective of our growth as an airline brand,” said Mr Lee. “It is more relevant to the global market now that our network has grown as it is aspirational to our inner wanderlust, and inspires us to travel and explore the world.”
Scoot also rolled out its first A320 aircraft, previously operated by Tigerair and repainted with the Scoot livery, named “Conscious Coupling” in commemoration of the integration between Scoot and Tigerair. The brand posted a video of the new aircraft on their Facebook page and had garnered over 65,000 views.
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