[Singapore] As budget airlines grow in popularity, Asia's six-month-old Valuair has appointed Grey Global Group to handle its regional business following a pitch against the incumbent, a local independent called Peppermint, and Omnicom Group's TBWA
Worldwide. Billings were not disclosed. Grey Worldwide will handle strategy, creative and below-the-line marketing, and MediaCompete, as MediaCom
is known in Singapore, will oversee media planning and buying. G2
will work on new destination launches. The account will be managed out of Singapore, where the privately owned airline was founded in May 2004, and include the countries Valuair flies to, currently Thailand, Indonesia and Hong Kong. More destinations are coming up, such as Perth, Australia and cities in mainland China. A brand campaign in December will feature a new tag line, "Fly Smart," to position Valuair as a brand that offers value for money as well as extras such as in-flight meals and a frequent-flier program.