Page 22 - AAA MAY - JUNE 2015 Online Magazine

INTERVIEW SCOOT AIRLINES

The Scootitude Boss

Chen Chuanren travels to Seattle to witness the delivery of Singapore’s first Boeing 787 to Scoot and
interviews Scoot CEO Campbell Wilson

“WE WERE ON A FLIGHT BACk FROM “Scootitude was not a silly name but part
Tokyo on New Year’s Eve and decided of a branding that we can call our own and
to have a competition to sell duty free how it is different from our competitors.”
products. Whoever sold the maximum he said.
would become Chief Executive of the When asked if Scootitude is a reflection
company for the rest of the year,” said of his personality, Campbell’s highlighted
Scoot CEO, Campbell Wilson. Wilson his core value of egalitarian and he hopes
eventually lost the race. Thankfully since the informality is his personality. It is
it was around 8 PM on that Dec 31 evening, how he wants the company, and how the
the winner had to contend with being the company would resonate with the target
head of the airline for just four hours. market. “ Scootitude, which I came up
Known to be informal and with, what has become a brand has
spontaneous, “Campbell” as what all his originated from my personality and now
employees call him by, is sometimes seen it is a brand everyone has contributed to.
on flights serving drinks and dressed in Building it beyond me, but it had to start
Halloween costume last year. somewhere. You recruit to the vision,
The fun attitude is part of Scoot’s and they contribute to their vision, and it
branding, known as Scootitude, where becomes theirs.”
crew and employees are encouraged “It is like a pearl in an oyster, the pearl
to be honest, vibrant and spontaneous. creeps around a sand in the beginning,
22 ASIAN AIRLINES & AIRPORTS MAY / JUNE 2015 WWW.ASIANAIRLINES-AIRPORTS.COM