Nice work Scoob!

We were aghast, shocked, even by Singabore standards at the sheer lack of imagination in the branding of Singapore Airlines’ new budget carrier.


Nice work Scoob!


We were aghast, shocked, even by Singabore standards at the sheer lack of imagination in the branding of Singapore Airlines’ new budget carrier. It reminded us of the farcical contest that Changi Airport held to name the new low cost carrier terminal back a few years ago – which saw the terminal named…the Budget Terminal! But back the story at hand…in case you missed the news, SQ has, somewhat belatedly come to the realisation that, ‘hey, all these low cost carriers offering ticket prices at a mere fraction of the cost of our seats, just might be a threat!’.

That brain-busting thought must of also occurred in the same burst of creative cerebral juice that produced the brand identity ‘Scoot’. Described by one industry analyst as “a poor man’s excuse to fly Singapore Airlines” the erstwhile LCC provocateur promises 40 per cent lower fares than full-service carriers. And while we may not be mathematical geniuses we reckon that if they are thinking of SQ fares they would be better off claiming 60 per cent cheaper because that will only make them 20-30 per cent cheaper than other full-service carriers! But we digress, again. And so we have this new carrier, which explicitly strives to be ‘quirky’ and in the words of the new carrier’s chief executive (we’ll just call him ‘The Boss’ to keep the patina of cool’n’casual flowing), who at the launch implored passionately: “Scoot is for you!”. The Boss added: “It’s not an everyday airline name because this is not an everyday airline”. He also said the name was chosen in part because it is “short and snappy!”. Yes indeed…at five letters he is correct…it’s a short name.