The man with the Scootitude – our dear CEO, Campbell Wilson!

The man with the Scootitude – our dear CEO, Campbell Wilson!

Feb 28
The man with the Scootitude – our dear CEO, Campbell Wilson!

You might be wondering who the dashing (and youthful) gentlemen in the thumbnail pic is. Well he is none other than the man that you may already have heard about – our dear CEO, Campbell Wilson. You may seen him in the press, you may have heard him on the radio, but have you seen him on a trampoline?

The man who walks the walk, and talks the talk – Campbell Wilson…

1. What happens during a typical day in the life of a CEO of an airline start-up?

The only constant is that every day is different!   The nature of a startup, especially one with such an ambitious launch timeline as Scoot, is that there are many, many streams of work happening concurrently, spanning things as diverse as recruitment, strategy, policy and process formulation, preparation for regulatory approval, IT and other system evaluation, brand development, media interaction, route, schedule and fleet analysis, website, uniform and aircraft cabin design, sales and distribution planning, supplier selection…. the list seems endless.  In the beginning, with only a handful of people onboard, each item required deep involvement at almost every step. Now that the Scoot family  has grown, and we’re able to apportion tasks and ownership more specifically, my role becomes more coordination, guidance and prioritisation.  That said, we’ll remain a small, lean team so all of us – myself included – need to multitask and keep getting our hands dirty.

campbell, wilson, singapore airlines, airlines, SIA, scoot, scootitude

Now you see him, now you don't

2. What were you up to before joining the Scoot Family?

Immediately prior to joining Scoot I was Singapore Airlines’ General Manager Japan, based in Tokyo.  Prior to that I ran SIA’s operations in Hong Kong and in Canada, before which spent a few years in SIA’s Head Office Network Planning and Network Revenue Management departments.  I began my career in Sales and Marketing for SIA in Australia and New Zealand after spending a year backpacking the world after my university studies.  I’ve been very fortunate with the places I’ve worked and the people I’ve worked with, and still keep in touch with many colleagues from past positions.  People often ask which country I enjoyed the most, but it’s an impossible question to answer – they’re all so different, and each has great unique qualities.  My only regret is that most of my postings have been too short!

3. There has been a lot of talk about ‘Scootitude’. What exactly does it refer to?

It’s our unique attitude, the attitude that underpins our whole company and service culture.  It ‘s an amalgam describing our values, expectations and outlook such as being engaging, fuss free, reliable, contemporary, friendly, different. ”Scootitude” will guide the way we interact with people and each other, how our product, systems and processes are designed, how we differentiate ourselves from others.  Every member of the company, especially the pioneers we’re recruiting now, will contribute to the meaning of  Scootitude  and, in that sense, own it. It’s a Pole Star to guide and orient us both now and in years to come.

4. What about Scoot excites you most?

It’s a wonderful opportunity to build something different, from the ground up.  To have a hand in shaping the airline’s brand, product attributes, service philosophy and operating expectations.  To build a company culture that’s fun, energetic and delivers high performance.   To shape an organisation that will touch so many people and places and, ultimately, to create an airline that delivers exactly what it promises: a fuss-free, engaging, fun, reliable, highly customisable and fantastically good value way to travel!

campbell, wilson, scoot, airlines, Singapore airlines, SIA

Campbell - the adventurer

5. When you’re not working ?

Ideally, I’m travelling!  I fully believe Mark Twain’s statement that “travel is fatal to prejudice, bigotry, and narrow-mindedness”.  I love experiencing new places, seeing new things.  My wife and I have spent weeks cycling in Italy and France, rafting the Grand Canyon, walking the Great Wall and kayaking national parks in New Zealand to name just a few.  There is so much to see in this wonderful world - and helping create an airline that gives more people more chance to experience the world is as much a passion as it is a job.

6. If Hollywood made a movie about your life, whom would you like to see play the lead role as you? Why?

Patrick Stewart.  Because there just aren’t many tall, skinny, balding actors to choose from!

campbell wilson, Dave Smith Photography, scoot

The similarity is uncanny!

Under the leadership of Campbell Wilson, here we come to get you flying like you’ve never flown before.

See you soon……now Scoot.

campbell, wilson, singapore airlines, airlines, SIA, scoot, scootitude

The Scoot Family, where EVERYONE plays a role.


  1. cheng hongyun

    Hi, when start to sale the flight ticket of Sydney ? thanks

  2. Alphia

    Way to go Scoot!

  3. Esther kaingi

    Its all clear that the ceo is passionate about his work, thats the to go guys

  4. Rachel

    Looking forward to the day when Auckland gets some long-needed “scootitude”.

  5. This is a little something I have to do more research into, appreciate the publish.

  6. Greetings from Los angeles! I’m bored at work so I decided to browse your blog on my iphone during lunch break. I really like the information you present here and can’t wait to take a look when I get home. I’m shocked at how fast your blog loaded on my mobile .. I’m not even using WIFI, just 3G .. Anyways, very good site!

  7. Neil S...

    Wishing you and your team every success with your new venture. I believe that by being different you will become the most successful low cost medium/long haul operator in the region. Go Scoot – Go, go, go…

  8. Thank you for some other informative web site. The place else may I get that type of information written in such an ideal manner? I’ve a challenge that I am simply now working on, and I’ve been on the glance out for such information.

  9. val p

    Will your check in counters be alongside Singapore Airlines counters? Will your check ins be able to be done on the internet prior to departure e.g boarding passes?

    Looking forward to your “scoot off” – Good Luck – Hope you last better than other recently failed budget airlines.

  10. Paul Close

    I’ve always loved and flown SIA between 1991 and 2003/4 (about 24 trips of multiple sectors), I simply haven’t had the opportunity to get out of the country since then. Will Scoot get a slot at Perth (West Australia) in the near future? I have the feeing that Scoot is going to be an interesting airline to fly on.

    Best of luck in a tough market.

    Paul Close
    Freelance Audio Engineer

  11. Jonathan Boonzaier

    Dear Scoot,

    I noted with dismay your website features absolutely appalling Amer-english with words such as wanna, which I assume were chosen carefully in order to make you sound hip and with it. This is so unnecessary. Although yours is an airline that offers low fares and a casual on-board experience, is it really necessary to attempt to do so by trying to speak like an American teenager from the valley? I think not, and I am sure many of your other potential adult passengers would agree with me.

    Even Singlish would be more appealing than outdated American valley-speak.

    You got dat meh?

    Jonathan Boonzaier

  12. Kathy

    Really looking forward to flying on your new airline…from Coolangatta into Singapore.

  13. Bling

    Hi SCOOTeam,
    Time to show our scootitude to the world.SIA is always innovative and unique in their business approach. With Scoot we prove once again Singapore juga boleh!!
    Best wishes Bros

  14. evan

    nice article. but when would you fly from singapore to sydney? im very keen.

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