Singapore Airlines (SIA) has appointed the CEO who will launch its as yet unnamed low cost carrier.

Campbell Wilson will head up the new airline ahead of its debut in 2012.

Wilson has been with the SIA group for more than 15 years, holding positions in New Zealand, Australia, Canada, Hong Kong and the airline’s head office in Singapore.

Most recently he has been living in Tokyo as SIA’s general manager for Japan.

Wilson said his first job in his new role will be to recruit staff to run the new airline.

“My immediate task is to establish a strong management team and we will be actively recruiting to fill senior positions,” he said.

The new no-frills airline, while wholly owned by SIA, will operate independently of its parent airline, flying medium and long-haul routes with wide-body aircraft.

The low cost sector is largely untapped, said Wilson, with a growing demand in Asia for low-fare travel.

“There is huge potential in this new market segment and we can promise many exciting developments from the new airline in the lead-up to our launch next year,” he said.