Scoot, the low-cost subsidiary of Singapore Airlines (SIA), is serving up more delicious reasons to travel and inviting Malaysians to travel for food with its latest campaign, Scoot Beyond Borders, Turning Flavours into Journeys.
The campaign seeks to ignite Malaysian’s passion for food, because eating for Malaysians is practically a national sport.
Food Beyond Creative Imagination
To bring this idea to life, Scoot has teamed up with Malaysian illustrator Riynn Lee (@mashpatooties), whose vibrant digital illustrations capture the joy of discovering new flavours abroad and at home.
The illustration zooms in on Riynn’s personal journey and culinary adventures in Phu Quoc, Vietnam, where she savoured fresh seafood and explored bustling local markets and plantations.
Phu Quoc is one of Scoot’s newest destinations, operated on the Embraer E190-E2 aircraft.
At present, Scoot has an extensive network of over 70 destinations across the Asia Pacific, the Middle East, and Europe, making it easy for Malaysians to connect to some of the world’s most mouthwatering destinations, from the aromatic streets of Vietnam to the pastry-perfect cafes in Vienna.
Behind Every Dish, There Lies A Story. Unlock It With Scoot
As part of the collaboration, Riynn will also be capturing her travel adventures through:
- A series of social media
- Interactive stickers for WhatsApp and Instagram
that will be progressively rolled out in the next month.
Through visual storytelling, the campaign underscores how food is an important motivation for people to travel.
At Scoot, we believe that travel is more than just getting from one destination to another. It is also about creating memorable experiences, whether through spending time with loved ones, trying a new activity, or even enjoying a good meal.
Ms Agatha Yap, Director of Marketing, Communications, and Loyalty at Scoot, shared her thoughts.
For many Malaysians, food evokes memories and emotions. And that is why we decided to collaborate with a young and creative Malaysian illustrator to capture the joy of discovering flavours that spark curiosity and that sense of exploration.Our latest campaign not only spotlights Scoot’s network of diverse culinary destinations but also celebrates that cultural connection through food.
Moreover, Riynn Lee also willingly expressed her gratitude for being chosen as an established Illustrator on this collaboration.
I am very honoured and excited to embark on this collaboration with Scoot. As an artist, translating my own experiences into visual narratives strongly resonates with me. I hope Malaysians will see themselves in the illustration and be inspired to chase new food adventures with Scoot.
For more information on flight schedules or to book your next food adventure, please visit www.flyscoot.com.
