Scoot, the low-cost subsidiary of Singapore Airlines, has launched the second edition of its Scoot With Heart campaign, continuing its focus on storytelling that highlights human connection beyond travel.
Launched in December, the campaign introduces the theme “What if?”, inviting reflection on relationships that may have faded over time or moments left unspoken. The initiative aims to encourage individuals to reconsider past connections and view them as opportunities for renewed engagement.
To bring the campaign to life, Scoot partnered digital publisher The Smart Local to produce a series of social media assets featuring personal stories. Central to the campaign are two short reunion films starring Scoot employees, shared across Scoot’s and The Smart Local’s Instagram and TikTok platforms.
One film follows a Scoot pilot as she reflects on family and motherhood while listening to recorded messages from her family. The segment culminates in a reunion, after which Scoot arranges for her family to join her on a flight she piloted to Nanjing.
The second story features a section manager in Scoot’s Ground Operations department as she revisits Pulau Ubin, where she spent her childhood, reconnecting with her cousin while retracing memories from their early years on the island.
Beyond the reunion films, the campaign extends to a digital photo series featuring 20 individuals in Singapore. Each participant shares a personal “What if” message on handwritten boards, reflecting on missed conversations, long-distance relationships, or people who played important roles in their lives.
Agatha Yap, director of marketing, communications & loyalty at Scoot, shared: “‘What if’ is a question we all ask ourselves at some point in our lives, whether it relates to the people we miss, the words we did not say, or the time we wish we had made. Through this year’s Scoot With Heart campaign, we want to remind everyone that meaningful connections can be renewed… we hope these stories inspire our community to take that first step to turn their own What if into moments of reconnection.”
