SCOOT, Singapore Airlines' new budget carrier, has launched its cabin crew recruitment with an advertisement that features two empty circles.
The tagline: 'If all you see are two circles, we don't want you.'
It ran in last Saturday's edition of The Straits Times - and if readers found it peculiar, that was the intention.
'The ad was deliberately designed to be different, to attract interest and to get people talking,' said Scoot's chief executive officer, Mr Campbell Wilson.
Being different and conveying a little attitude is in line with the image the airline wants to portray, he said.
'We want to attract people with spirit, who have big personalities and who can interact with our guests in a fun and engaging way.'
Mr Wilson added: 'We are not your typical airline and will not just have your typical people.'
The initial hunt is for cabin crew leaders who must have at least two years of experience.
To qualify for the job, however, they need to do more than just submit their resumes.
Applicants must use their creativity and imagination to draw whatever they wish on the advertisement.
'The funnier, the better,' the airline said.
Mr Michael Lim, 37, executive director of Sparkfury, the agency that handles Scoot's marketing and branding, said: 'We do not want people to submit template resumes. This is about thinking out of the box and finding people with a unique and different personality.'
In an earlier interview with The Straits Times, Mr Wilson had said that in picking cabin crew, Scoot will look for 'personality first, pretty second and youthfulness third'.
The airline expects to have a pool of about 52 pilots and 250 cabin crew within the first few months of operations.
The initial recruitment drive in Singapore will be followed by a bigger exercise early next year, Mr Wilson said.
The airline will then reach out to regional markets and welcome those without experience as well.
Scoot will start flying in the middle of next year with four twin-aisle Boeing 777 aircraft which it will obtain from its parent, SIA.
By the middle of the decade, its fleet size is expected to grow to about 14 aircraft.
Destinations have not been finalised but the intention is to target markets that are more than five hours' flying time from Singapore.
The launch of Scoot will add another important arm to the SIA family, which now comprises the parent airline, regional carrier SilkAir, and SIA Cargo.
SIA also owns about a third of budget carrier Tiger Airways.
Scoot's launch is not expected to affect Tiger, which operates short-haul flights.
As for the possibility that it may eat into the parent's business, SIA's chief executive officer Goh Choon Phong said, when he met reporters a few weeks ago, that the two carriers will operate in different market segments.