Soaring Above: Elevating a Budget Airline in China

The Background

Scoot, a budget airline known for its fun, quirky brand identity, offers affordable travel between China and Singapore. Despite its strong value proposition, the brand faced challenges in China including low brand awareness, consumer bias around budget airline, and competition from local carriers. Coupled with CN-SIN visa-free policy, increased demand from lower-tier cities, Scoot partnered with Tribe China to seize communications opportunity to build up its brand awareness, educate the consumers about its offerings and differentiate from other players by establishing though-leadership.

Integrated Communications

To help Scoot enhance brand awareness in mainland China and elevate its profile as regional LCC benchmark, a 360 degree, integrated communications that involve both social media and PR must be adopted to achieve the three goals. Our team quickly identified the priorities and specific goals PR and social should work together to achieve a cohesive communications efforts that lead to.

Social Media Strategy

Our social media strategy focuses on driving consumer engagement and brand preference to influence purchase decisions. We launch regular user-generated content campaigns and partner with influencers to generate authentic third-party endorsements. By monitoring social trends, we make the brand more relevant and build stronger connections with consumers. We also support seasonal sales by directing consumers to sales channels to complete purchases.

PR Strategy

Our PR strategy focuses on building thought leadership and driving public discussion to enhance brand reputation. We develop integrated campaigns and maintain strong media relationships for proactive communication and crisis prevention. Key activities include collaborating with online travel agency partners on developing trend reports, pursuing industry recognition through awards, and engaging key media through regular touchpoints like media gatherings, story pitching, familiarization trips and executive interviews.