Singapore Airline’s low-cost subsidiary Scoot has opened an invite-only social media pitch for its Singapore market, with regional touchpoints, MARKETING-INTERACTIVE understands. The contract is set for two years, with an option to extend for another two.
VML is the incumbent on the airline’s creative business and currently manages its social component. The agency first won Scoot’s account in March 2022 on a two-plus-one contract and has since been responsible for supporting the airline’s creative, brand, and social campaigns.
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Among its work was the “Travel deserves better” campaign, which encouraged travelers to expect more from their journeys regardless of pricing, aligning with Scoot’s broader strategy to elevate its brand image and service offerings.
The pitch comes amid leadership changes at Scoot. Last week, MARKETING-INTERACTIVE reported that Agatha Yap has stepped down as director of marketing, communications and loyalty at Scoot. In a statement to MARKETING-INTERACTIVE, the airline said Yap had played a key role in strengthening Scoot’s brand presence, optimising paid media performance and strategy, expanding advertising revenue opportunities, and fostering valuable brand partnerships.
“We are grateful for Yap’s contributions during her time with Scoot and thank her for the significant impact she has made on the team and the business. We wish her all the best in her future endeavours,” the airline added. Following her departure, Yap has joined Mandai Wildlife Group as chief marketing officer.
Scoot has always been lauded for its out of the box marketing.
In June last year the brand marked the launch of its first direct flight to Vienna with a musical twist, partnering withSingapore’s own T’ang Quartet to serenade passengers and the public as part of a cultural celebration across two continents. The low-cost subsidiary of Singapore Airlines operated its inaugural flight to the Austrian capital on 3 June 2025, tapping into Vienna’s rich musical heritage while showcasing Singapore’s own. Onboard the inaugural Singapore–Vienna flight, passengers were treated to live classical performances featuring pieces such as Divertimento 1st and 2nd Movements, Liebeslied and Liebesfreud. The campaign was done in partnership with VML.
Late last year, Scoot also rolled out the second edition of its “Scoot with heart” campaign, continuing its focus on human connection and emotional storytelling beyond travel. The campaign introduces the theme “What if?”, inviting audiences to reflect on relationships that may have faded over time and the moments that shaped them, from childhood friendships to missed family connections. To bring the idea to life, Scoot partnered The Smart Local (TSL) to develop a series of social-first assets, anchored by reunion films featuring Scoot employees. The content is being distributed across Scoot’s and TSL’s Instagram and TikTok channels.
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