How a Scoot Airline Campaign Made Malaysian Illustrator Riynn Lee's Dream Come True

December 27, 2025 at 03:00 AM•2 min read

Scoot, the low-cost subsidiary of Singapore Airlines, launched its "Beyond Borders" campaign, collaborating with Malaysian illustrator Riynn Lee (Mashpatooties) to create

Key Points

1Scoot launched its "Scoot Beyond Borders, Turning Flavours into Journeys" campaign with Malaysian illustrator Riynn Lee.
2The collaboration focuses on food and travel, specifically promoting the new Phu Quoc, Vietnam, route.
3The partnership is a key example of Scoot's ongoing, bold airline marketing strategy using digital creators and unique art.
4Riynn Lee's journey from losing her job during the pandemic to a major airline collaboration highlights travel as a creative catalyst.

The airline industry often seeks fresh marketing ideas. Scoot, the low-cost subsidiary of Singapore Airlines, recently found one. They partnered with Malaysian illustrator Riynn Lee for a new campaign.

Lee, known as Mashpatooties online, is a self-taught artist. Her vibrant, whimsical style is now part of the airline's brand. This collaboration fulfills a long-held dream for the artist.

Scoot Beyond Borders Campaign

The campaign is titled "Scoot Beyond Borders, Turning Flavours into Journeys." Its goal is to highlight food as a travel inspiration. Lee was flown to Phu Quoc, Vietnam, for the project. This island is one of Scoot's newest destinations.

Her illustrations showcase the culinary adventures there. They feature fresh seafood and local markets. Lee's work also includes vlogs and social media content. This digital approach engages younger travelers. The Phu Quoc route is serviced by the Embraer E190-E2 aircraft.

Lee's journey to this partnership was unconventional. She lost her graphic designer job during the COVID-19 pandemic. This event was the catalyst for her career change. She had always found inspiration in travel. Her time working in Seoul, South Korea, helped her focus. She began sketching buildings and small moments.

An interaction at an art market sparked her airline dream. A representative from Singapore Airlines noticed her travel zine. Three years later, Scoot made the dream real. Lee was initially skeptical the offer was legitimate.

Impact on Airline Marketing Strategy

This type of aviation industry partnership is strategic. Scoot (the low-cost subsidiary) is known for bold, fun marketing. Collaborating with digital illustrators creates unique content. It helps the airline connect with passengers. The art translates personal travel experiences into visual stories. This resonates strongly with the target audience.

The campaign uses a low-cost subsidiary to promote new routes.
It leverages unique, travel inspired art for social media.
This strategy builds brand loyalty and awareness.

Innovative marketing is key for low-cost carriers (LCCs). According to IATA, digital engagement drives sales. Scoot continues to push boundaries in this area. This commercial aviation news highlights a successful digital campaign. For more industry updates, visit our dedicated aviation news section. [https://flying.flights]