Singapore, 2020-Mar-05 — /Travel PR News/ — Following a five-month-long pitch process initiated in October 2019, Scoot has appointed Essence as its media agency of record for a period of two years from March 2020 to March 2022, with an option to renew for a further two years to March 2024.
Essence, a global data and measurement-driven media agency which is part of GroupM, will provide Scoot media strategy, planning and buying services for its global business, including in Mainland China which makes up a significant part of Scoot’s network.
At the same time, Scoot will be extending the tenure of its creative agency of record, BLK J, by another two years, from 1 April 2020 to 31 March 2022.
Scoot’s Vice President Marketing, Jacqueline Loh, said: “Scoot warmly welcomes Essence who possesses superior platforms and technological tools that will help us improve efficiency and lower operational costs. Throughout the pitch process, Essence consistently demonstrated a knack for proposing innovative solutions to address current gaps, and strength in utilising data-driven insights for analysis and planning. We are confident that Essence will be the right media partner to propel us to the next stage of our growth.
“Since January 2018, BLK J has worked closely with Scoot through an intense period of rapid growth and we have seen strong results from their work for us across our global network in both creative brand campaigns and social media strategy and management. We continue to believe in BLK J’s ability to complement Scoot’s marketing agility and drive the Scoot brand and business forward.
“The current operating climate is extremely challenging and Scoot looks forward to working together with both Essence and BLK J to plan ahead for when the global economy recovers from COVID-19.”
Essence’s Global CEO, Kyoko Matsushita, said: “Essence’s mission is to make advertising truly valuable to our clients and their audiences. We’re honoured and excited to be working with Scoot who shares our commitment to delivering value and exceptional experiences to consumers. Our team is looking forward to applying our expertise in analytics, data science and technology to further advance Scoot’s rapid growth, in close collaboration with both Scoot and BLK J. Together, we hope to set new standards for how people expect an airline brand to communicate.”
BLKJ’s CEO and Co-Founder, Rowena Bhagchandani, said: “From proving that travel is in our blood scientifically, to turning Scoot’s signature yellow into an international currency, the last two years with Scoot have been anything but ordinary. This is the result of a truly dynamic and collaborative brand-agency relationship, one of mutual trust and understanding of what represents the brand and our travellers. And we are delighted to be continuing our journey with Scoot, to keep pushing the boundaries together.”
Scoot, the low-cost arm of Singapore Airlines, merged with Tigerair Singapore in July 2017 and has since grown significantly to become Singapore’s leading low-cost carrier with more than 45% market share and a global network spanning 68 destinations across 16 countries and territories. Scoot has been focusing its efforts on continually improving the customer experience, such as removing payment processing fees from all direct booking channels in September 2019, moving its operations to Singapore Changi Airport Terminal 1 in October 2019, as well as the planned introduction of a brand new Airbus 321neo fleet from the last quarter of 2020, which will provide customers a refreshed flight experience.
Scoot is the low-cost arm of the Singapore Airlines Group. Scoot took to the skies in June 2012 and merged with Tigerair Singapore in July 2017, retaining the Scoot brand and positioning it well for a new chapter of growth. Scoot has carried over 65 million guests and now has a fleet of 20 state of the art, widebody Boeing 787 Dreamliners and 29 young and modern Airbus A320 family aircraft, with two more Boeing 787 Dreamliners, 30 Airbus A320neo and 16 A321neo aircraft on order. Scoot’s network presently encompasses 68 destinations across 16 countries and territories, with six
more destinations from Indonesia to join the network by the second half of 2020. Scoot provides – in addition to fantastic value airfares – a safe, reliable and contemporary travel experience with a unique attitude – Scootitude. Offering amenities including onboard Wi-Fi Internet connectivity and in-seat power on selected flights as well as the ability to redeem and accrue Singapore Airlines Group KrisFlyer miles, Scoot was voted 2015, 2016, 2017 and 2018 Best Low Cost Airline (Asia/Pacific) by AirlineRatings.com and ranked in the Top 10 of the World’s Best Low-Cost Airlines in 2015 and 2018 by Skytrax. In 2019, Scoot won “Best Low-Cost Carrier” at the 30th TTG Asia Awards and the Travel Weekly Asia 2019 Readers’ Choice Awards. Scoot is passionate about making travel attainable for all and enabling people to embrace the full potential of traveling and seeking new experiences. Book your tickets at FlyScoot.com or contact our Call Centre. Find out more on FlyScoot.com, Facebook.com/FlyScoot, Instagram.com/FlyScoot, and Twitter.com/flyscoot.
Essence, part of GroupM, is a global data and measurement-driven media agency whose mission is to make advertising more valuable to the world. Clients include Google, Flipkart, NBCUniversal, L’Oréal and the Financial Times. The agency is more than 2,000 people strong, manages US$4B in annualised media spend, and deploys campaigns in 106 markets via 21 offices in APAC, EMEA and North America,
Visit essenceglobal.com for more information and follow us on Twitter at
About BLK J
BLKJ is an independent creative company that engineers marketing moments for brands. We are built from ground up to be free from the limits of advertising. Because people hate advertising, and we love people.
Born in January 2017, BLKJ is young yet it stands shoulder to shoulder with the biggest players in the industry, holding some of the most coveted brand partnerships in Singapore, helmed by its 80+ talents’ cutting edge creative thinking with agility at the centre of its process – delivering craft, quality and performance in every creative product for its brand partners.
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