Singapore – Scoot, a low-cost airline under Singapore Airlines, has launched Lunar New Year couplets in honour of culture and tradition. The couplet designs, made in collaboration with SPH Media, aim to resonate with audiences as it reinforces Scoot’s brand identity.
Transforming the traditional couplets for the festive season, Scoot and SPH Media integrated wordplay into the designs for a brand experience.
The couplets bear the messages “Soar on blessings from East to West” and “Land with happiness from North to South,” signifying travel experiences from the airline.
Additionally, each couplet integrated Scoot’s Chinese name as the first character written on it, creatively amplifying the brand.
Transcending tradition, Scoot also released WhatsApp stickers and social media campaigns. Leveraging SPH Media’s reach, Scoot featured its couplets in print, digital, and social platforms to engage audiences.
Kuek Yu Chuang, deputy chief executive officer at SPH Media, said, “We are thrilled to collaborate with an innovative partner such as Scoot to explore creative and impactful solutions to engage our audience. This partnership has allowed us to deliver an integrated solution that harnessed SPH Media’s creative expertise and extensive network to bring Scoot’s festive message to life effectively.”
“We are delighted to work with SPH Media on blending tradition and innovation with a travel-inspired twist, allowing us to bring festive joy across the community and digital spaces locally and around the region. Together, we’ve started 2025 in a meaningful and memorable way,” Agatha Yap, director of marketing communications and loyalty at Scoot, commented.
