Scoot appoints Edelman Australia as PR agency of record

Edelman Australia has been appointed PR agency of record for Singapore Airlines’ low-cost brand Scoot.

The appointment follows a competitive pitch process which took place at the end of 2019. Work began on the account this month.

Scoot is continuing to expand its global network beyond Asia

Edelman’s remit will include reputation management and media strategy, and it has been briefed with increasing Scoot’s market share of voice amongst low-cost carriers in Australia.

Chief commercial officer, Calvin Chan, said Scoot was impressed with Edelman’s creative thinking.

“Scoot flies to four points in Australia, including Gold Coast, Melbourne, Perth and Sydney, and over the last eight years have received tremendous support from our customers,” Chan said.

“We look forward to working with the Edelman team to further engage the Australia market, encouraging them to seek new experiences with Scoot’s growing network. We were impressed with Edelman’s creative thinking and strategic communications approach to our brief and hope to implement an ongoing public relationship strategy as part of our heightened commitment to the Australian market.”

The addition of Scoot follows Edelman winning the public relations account for Weber in September last year.

At the end of last year Edelman announced that Susan Redden Makatoa has joined the agency as group managing director. Her role began at the start of this month.

Back in July 2019, Edelman CEO Steve Spurr stepped down to take a sabbatical, and Michelle Hutton returned to the role of Australian CEO in his place.


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