the Scoot-Away

SCOOT Summer Music Festival

 

Embark on a multistop concert tour of a lifetime with fellow travelers who share the same spontaniety as you. Travel to 3 different countries in a week to catch your favorite celebrities and bands.

 

This collaboration between Scoot and another concert/ music holding entity serves as a platform to bring the Scoot community together. We hope that through an annual flagship event as this would help to create strong, unique and favourable associations with the brand, as well as increasing the brand awareness and recall among the customers. Music and entertainment is a new space that has yet been claimed by any other budget airlines company.

 

The idea is to generate awareness and buzz about Scoot through this annual flagship event:

 

• Allow likeminded Scoot travelers to interact with one another

• Engage and live out what Scootitude stands for

• Create a platform of enjoyment for music lovers

 

This annual fest will take place in the first week of June, to coincide with the holidays of teenagers and young adults. It will last for 7 days, covering a total of 4 destinations.

 

This will kickstart in Singapore, followed by Taipei, Seoul and Tokyo.

 

Throughout the concert, Scoot travelers will be encouraged to keep track of their experience on Snitch. This helps to keep a database of user generated content as well as curated content from Scoot.

 

Implications on CBBE

 

Brand Imagery

 

Through this series of annual summer festival concert, we hope to associate Scoot with fun, music and entertainment.

 

Brand Resonance

 

The tiered discount system serves as a reward for Scoot frequent travellers, this will help to build up a community which takes pride in being a frequent Scoot Traveler.