
Setting New Benchmark for Low-cost Carrier

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 awareness, LCC trust barriers, and market differentiation. In 2024, Scoot appointed Tribe China as the agency of record to establish itself as an industry benchmark through strategic PR and communications initiatives aimed at driving business growth and brand awareness among broader Chinese audiences.
Tribe China implemented a comprehensive media strategy encompassing tiered media targeting, repositioned storytelling from a “young &fun airline” to ”an airline that understands young people better“ and executed impactful PR campaigns including Scoot‘s 12th anniversary celebration, young traveler’s trend report, and organized a series of new destination launch media fam trips. Apart from that, the team maintained continuous brand presence through always-on PR, partnerships with tourism boards, trade partners as well as on-going social media initiatives, while safeguarding brand reputation through proactive media relationship management and crisis preparedness.
Our Approach
The Results











