I received a News Release from Tom Judd, on behalf of the low-cost Singapore Airline, Scoot about the many similarities Spirit Airlines (United States) and Scoot. I thought it was worth sharing, so I’m copying it below in relevant part!
Similarities between Spirit’s and Scoot’s marketing
NEWS RELEASE
For immediate release
18 April, 2015
Asian carrier Scoot to name a plane for Spirit’s highest form of flattery
Popular Asian airline Scoot’s cheeky ribbing of controversial US budget airline Spirit is reaching new heights with a plan to name its new Boeing 787 aircraft ‘Inspiring Spirit’.
“They say imitation is the highest form of flattery and we’re certainly flattered that Spirit has recently changed their brand look and feel to something remarkably similar to Scoot’s,” explains Scoot CEO Campbell Wilson. “It seems only fair that I return the compliment by naming our newest aircraft after them. It’s all in the, well, spirit, of fun.”
Scoot is famous for its fun, cheerful, irreverent attitude – what Scoot likes to call “Scootitude” – and the approach Scoot is taking in response to Spirit’s brand flattery is becoming something of a web phenomenon.
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Scoot then launched a blimp at Spirit’s headquarters carrying the message: “HEY SPIRIT, YOU CAN’T HAVE OUR SCOOTITUDE #FLYSCOOT”.
Wilson says the blimps were a bit of fun and he is enjoying the chance to draw attention to the brand similarities: “The parallels are obvious for anyone to see – from our signature yellow, to our illustrations, icons, style and tone.
“But,” Wilson says, “they can never replicate our Scootitude.”
In the spirit of Scootitude, a detailed Scoot creative kit providing full details of its brand identity and templates available for re-use has already been sent to Sprit.
The latest development is that Scoot is naming its newest 787 Dreamliner, being delivered from Boeing’s South Carolina plant next week, ‘Inspiring Spirit’.
“We’re sure our fans want us to record the fact that we have been such an inspiration, and what better place to do so than on an aircraft that will be seen around the world for years to come,” he said. Referring to Spirit CEO Ben Baldanza, he continued “We’d of course love for Ben to join us when we take delivery of ‘Inspiring Spirit’… we’ll even buy lunch. The invitation’s open.”
For further information, contact Tom Judd +64276543430, Tom_Judd@flyscoot.com
A New York frequent flyer who elegantly combines her passions for worldwide travel, running a gazillion marathons all over the globe and staying fit ... without sacrificing her fancy for good wine and food.
Very clearly Spirit is ripping off Scoot’s ad campaign and branding. Guess Spirir can’t afford an advertising agency (or in-house creative team) that can think up their own creative.