FlyScoot

Singapore Airlines (SIA) has given the world a sneak-peek of its new low-cost subsidiary, revealing the “down-to-earth” airline’s name, website, Facebook page and ad agency.

With the airline planned to take-off from mid next year, SIA is creating hype around the new subsidiary, so much hype in fact that Scootairline.com exceeded its bandwidth limit from an overwhelming number of visitors early this morning.

Utilising the B777-200, the new no-frills service will operate out of Changi Airport Terminal 2 on medium to long haul routes and has been described by its chief executive Campbell Wilson as owning an “attitude that’s unique” and fun.

“We chose the name ‘Scoot’ for many reasons, not least because it’s different,” Mr Wilson said.

“Rather than the tried and tired “airlines” this, “airways” that or “air” yawn, it’s short, sharp and snappy. It stands out.

“Besides difference, it conveys spontaneity, movement, informality and a touch of quirkiness – all attributes we intend this Company to be known for.”

The carrier’s head added that the name “personified” the uniqueness of the brand and captures its “values and styles”.

“An airline with a different attitude,” he added.

“People with a different attitude. Scootitude.”

Among the destinations in the airline’s portfolio for the first year include Australiasia, China and others, with hopes to expand to India, Europe, Africa and the Middle East overtime.

The airline said it will start recruiting staff and pilots early 2012 but has already signed on Sparkfury and Tangoshark to handle the carrier’s image and advertising.

The Creative Agency said it had designed the look and feel of the airline to portray its “upbeat, fun, leisure-orientated and slightly quirky” attitude.

“Getting the opportunity to develop a brand for an airline named Scoot is a creative person’s dream,” Sparkfury and Tangoshark executive director Michael Lim said.

“It’s so different from a traditional airline name, and lends itself to so many applications.

“We wanted to reflect this difference and unconventionality during the pitch process, and to create a brand that changes the way people view travel.

“Our whole team is energised and excited with this assignment and, like Scoot itself, aims to demonstrate something different, something unique in all we do.”