Posted on: 01 November 2011 by Ross McSweeny
Scoot has been unveiled as the name of Singapore Airlines’ new low-fare, medium-to-long haul airline subsidiary, with the new company claiming it’s brand is “clearly not your usual airline name and the company it identifies won’t be your usual airline”.
“We chose the name for many reasons, not least because it’s different,” said Scoot CEO Campbell Wilson. “Rather than the tried and tired ‘airlines’ this, ‘airways’ that or ‘air’ yawn, it’s short, sharp and snappy. It stands out. It’s geographically independent, and can be a verb or a noun. Besides difference, it conveys spontaneity, movement, informality and a touch of quirkiness – all attributes we intend this company to be known for.
“These attributes will be personified in a unique spirit that encapsulates our values and style, and that should be apparent to guests whenever they interact with us. An airline with a different attitude. People with a different attitude. Scootitude,” Wilson declared.
Scoot will begin flights in mid-2012 with a fleet of four Boeing 777-200s purchased from its parent, Singapore Airlines. It will offer a no-frills service on medium-to-long haul routes to and from Singapore.
Scoot says it will offer airfares up to 40% less than legacy carriers and will operate from Changi Airport Terminal 2, will offer two cabins. Specific seats, cabin features and offerings are currently being evaluated.
The airline’s first-year destinations will include Australasia and China with some routes being completely new, others new to no-frills airline operations, claims the carrier. The specific cities will be announced over the coming months as negotiations with airports and tourism bodies progress. Flights will open for booking in the early part of 2012.
As the fleet expands and longer-range aircraft are inducted, Scoot’s geographic footprint will grow to encompass India, Europe and other markets at a later stage such as Africa and the Middle East.
The airline is working closely with the Civil Aviation Authority of Singapore for its Air Operator’s Certificate (AOC) and expects to receive it around the end of the first quarter of 2012.
Engineering retrofits and certification of the aircraft is scheduled for April-June, and the first commercial flights are planned for the middle of the year. Recruitment is well under way for administrative staff and pilots, and will begin in earnest for cabin crew in early 2012 with a public campaign.
On the social media side, Scoot has made sure that its website and Facebook page have been launched simultaneously with the brand. The two sites are intended to introduce the brand and provide a point of reference for the latest developments while the airline is being constructed.
“Scoot’s contemporary, down-to-earth philosophy behoves us to be online from day one. The current presence is simple but as we develop, our presence and transactional capabilities will progressively develop along with us,” reported CEO Wilson. “What you see now is just the beginning.”