Running until 13 September 2026, the campaign transforms two Scoot aircraft—an Airbus A321neo and a Boeing 787 Dreamliner—into flying tributes to the iconic superhero, complete with exterior decals, Spider-Man headrest covers, and a specially curated onboard soundtrack inspired by the upcoming film.

The collaboration marks Scoot’s latest effort to elevate the passenger experience beyond affordable travel, blending entertainment with aviation through immersive brand partnerships.

The themed aircraft will make their inaugural journeys on 30 June, when the Boeing 787 Dreamliner departs for Tokyo (Haneda), followed by the Airbus A321neo’s first Spider-Man-themed flight to Chiang Mai on 1 July.

Following these debut services, the aircraft will rotate across selected routes in Australia, China, Japan, the Philippines, and Thailand. Due to regular scheduling operations, some passengers may unexpectedly find themselves aboard one of the themed flights.

The Spider-Man experience begins even before take-off. Travellers departing from Singapore Changi Airport Terminal 1 can encounter themed installations at the check-in area, setting the stage for the adventure ahead.

Passengers can also purchase exclusive collaboration merchandise onboard, including limited-edition flight tags and foldable eco bags, while stocks last and subject to terms and conditions.

“We are thrilled to collaborate with Sony Pictures’ Spider-Man: Brand New Day, bringing our customers a truly immersive and memorable travel experience,” said Calvin Chan, Chief Commercial Officer at Scoot.

“Beyond our continual efforts to deliver quality service and value, this collaboration demonstrates Scoot’s commitment to constantly push boundaries and look for innovative ways to delight our customers.”

Customers looking to secure a seat on the themed services can identify eligible flights through Scoot’s website, mobile app, and WeChat Mini Program.

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The campaign reimagines the Merlion as an anthropomorphic figure calling on tourists to venture beyond the usual postcard spots. At the centre of the rollout is a music video directed by Peggy Goh with music by creative audio studio Bumblebeat, which is being distributed across social media platforms.

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Alongside the content launch, Scoot is also offering a limited-time fare sale for travellers from Australia, China, India, Indonesia, and Malaysia.

“Travellers today are looking for experiences that feel personal, expressive and connected to culture, rather than being postcard perfect. This campaign reflects that shift by reimagining a familiar icon as an active character people can engage with and respond to,” said Calvin Chan, chief commercial officer at Scoot.

The campaign will also feature a social media challenge called #MerlionMadeMeDoIt, where key opinion leaders from participating markets respond to Merlion’s call to “pose somewhere else.” As part of the challenge, members of the public are invited to propose the next viral photo-op location in Singapore, with top entries winning trips to Singapore worth up to SGD3,500 (USD2,744).

The initiative also aligns with STB’s broader tourism push, “We Don’t Wait for Fun,” which targets early-career travellers aged 25 to 39.

“For early-career travellers in particular, fun doesn’t wait for perfect plans or ideal moments. Fun starts when curiosity strikes,” said John Conceicao, executive director of marketing partnerships, planning, and capability development at Singapore Tourism Board.

Lastly, Nimesh Desai, CEO, VML Singapore, commented, “Every tourist visits the Merlion. Now we’ve given him a voice, literally. One inviting you to experience Singapore beyond iconic landmarks. This campaign allowed us to connect with a new generation of travellers in a way that feels native to how they discover the world today: through content, and community online.”

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The titles will be available via KrisShop.com, with customers able to pay in cash or redeem their KrisFlyer miles. 

The offer runs from March 3 to 16. Buyers of 12-month plans will receive Holistic Way vouchers worth up to S$50 and earn double KrisFlyer miles. Those paying by credit or debit card will also qualify for the bonus miles.

Tina Pang, lead of media strategy at SPH Media, said the partnership extends the publisher’s reach onto a lifestyle platform with a ready base of frequent flyers and retail customers. 

“By making our digital subscriptions available through KrisShop, we are expanding access to reliable news in a way that is convenient and relevant to today’s consumers,” she said.

Anne Jivananta, commercial director at KrisShop, noted that the addition of SPH Media’s titles broadens the retailer’s non-travel inventory. 

“Through this collaboration, we are offering our customers holistic shopping options with better rewards,” she said.

The tie-up comes as publishers across Asia hunt for fresh distribution channels amid uneven digital subscription growth and patchy advertising markets.

For KrisShop, the move pushes it further beyond duty-free perfumes and cabin-exclusive gadgets. 

The platform has been repositioning itself as an omni-channel retailer serving both travellers and residents, reflecting how Singapore Airlines has sought to monetise its customer base well beyond Changi’s departure gates.

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The green light allows both carriers to progressively deepen commercial cooperation, with plans to enhance connectivity and flexibility for travellers between Malaysia and Singapore. 

Potential initiatives include revenue-sharing flights, joint fare products, coordinated flight schedules, and aligned corporate travel arrangements across both markets, with further details to be announced in due course.

Datuk Captain Izham bin Ismail, group managing director, Malaysia Aviation Group, said the partnership supports the Group’s Long-Term Business Plan 3.0 and positions Malaysia Airlines for its next growth phase. 

Izham added, “This collaboration brings together complementary frequencies and aligned schedules, enabling deeper connectivity between Malaysia and Singapore. Over time, it reinforces Malaysia Airlines’ competitive position by enhancing scale, relevance, and network resilience across key markets.”

Goh Choon Phong, chief executive officer, Singapore Airlines, said, “I would like to thank the authorities in both Singapore and Malaysia, whose approvals pave the way for this deeper strategic partnership between Singapore Airlines and Malaysia Airlines.”

He further added, “Our win-win collaboration strengthens both carriers’ operations, while delivering enhanced value to customers across our combined networks. This also reinforces the long-standing and deep people-to-people and trade links between Singapore and Malaysia, supporting economic growth and connectivity that will benefit both nations.”

The partnership builds on cooperation first agreed in October 2019, which has since expanded to include extensive codeshare arrangements and reciprocal frequent flyer benefits. 

In February 2024, both airlines introduced cross-participation between their Enrich and KrisFlyer programmes, allowing members to earn and redeem points or miles on selected routes operated by either carrier.

Recently, Singapore Airlines has also signed an agreement with Air India, enabling both airlines to explore closer collaboration to improve connectivity between Singapore and India, offering customers more choice, convenience, and seamless travel options.

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Signed in Mumbai on 16 January 2026 by Air India chief executive officer and managing director Campbell Wilson and Singapore Airlines chief executive officer Goh Choon Phong, the agreement strengthens a long-standing alliance between the two Star Alliance carriers. 

It enables both airlines to explore closer collaboration to improve connectivity between Singapore and India, offering customers more choice, convenience, and seamless travel options.

Under the framework, the airlines aim to enhance product and service offerings, coordinate flight schedules more closely, and allow customers to book journeys across both networks under a single itinerary. 

The partnership may also expand corporate travel programme participation and progressively enhance privileges for members of Air India’s Maharaja Club and Singapore Airlines’ KrisFlyer programmes beyond existing Star Alliance benefits.

Moreover, the cooperation could extend to selected markets beyond Singapore and India, supporting growing global travel demand, strengthening traffic flows through both carriers’ hubs, and reinforcing air connectivity between the two countries.

The airlines currently codeshare on 61 destinations across 20 countries and territories, following an expansion in October 2024 that added 51 international and domestic routes.

“Air India remains committed to expanding its global footprint, both by adding new aircraft to our own fleet and by forging stronger commercial partnerships, especially with our fellow Star Alliance member carriers,” said Campbell Wilson, chief executive officer and managing director of Air India. 

He added, “We are pleased to take our valued, long-term relationship with Singapore Airlines to the next level through this new commercial cooperation understanding, which establishes a clear and structured platform for both airlines to explore and define future areas of closer collaboration. With this measured approach, we aim to lay a strong foundation for sustainable, long-term value creation for our customers and other stakeholders.”

Goh Choon Phong, chief executive officer of Singapore Airlines, said, “This agreement between Singapore Airlines and Air India is a natural evolution of our successful partnership, creating genuine value and delivering enhanced benefits to customers.”

He further underscored, “It is a strategic, win-win collaboration that will strengthen connectivity between Singapore and India, support the growth of air travel and tourism in both countries, and deepen their long-standing business and people-to-people ties.”

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The collaboration has enhanced the airline’s virtual assistant on its website and mobile app, offering personalised, conversational support to help customers discover destinations, compare flights, and manage trips.

The airline has also developed AI-powered tools for its staff, enabling them to draw insights from past cases, automate routine tasks, and access richer data to make informed decisions in areas such as crew scheduling.

“Over time, these capabilities will make travel planning easier, support our people in their daily work, and provide a more seamless end-to-end experience for customers travelling with us,” Singapore Airlines published.

Last 2025, they also forged the partnership with OpenAI in commitment to developing GenAI solutions that enhanced its operations and customer experience.

This initiative reflects Singapore Airlines’ commitment to innovation and digital transformation, using AI not just to enhance customer experience but also to improve operational efficiency across its workforce.

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Rolling out this December, this year’s campaign centres on the theme “What if?”, inviting audiences to reflect on relationships that shaped them and moments they may have let slip by.

The campaign explores how forgotten connections—from childhood friendships to family ties left unspoken—can become opportunities for growth and reconnection. 

To bring the idea to life, Scoot commissioned The Smart Local to create a series of social-first stories featuring everyday individuals, alongside two reunion films led by Scoot employees whose personal journeys anchor the campaign.

Agatha Yap, director of marketing, communications, and loyalty at Scoot, said, “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.”

One film follows Scoot pilot Vanessa Khaw, who steps away from the cockpit to reflect on family and motherhood. 

After listening in on heartfelt reflections from her husband and daughters, she reunites with them in an emotional surprise. Scoot later fulfilled her family’s wish by arranging for them to join her on a flight to Nanjing, which she piloted.

The second film features Asmidar Hamedon, a section manager in Scoot’s Ground Operations team, as she revisits her childhood memories on Pulau Ubin. 

Unbeknown to her, her cousin Ismali listens in before stepping forward to surprise her, leading the pair to reconnect and relive their shared past on the island.

Beyond the films, the campaign extends into a digital photo series featuring 20 individuals across Singapore, each sharing their personal “What if” moments on handwritten message boards. 

The stories range from a sister wishing for one more conversation with her late brother, to a young woman hoping to reunite with her childhood helper in the Philippines.

Yap added, “Through this year’s Scoot With Heart campaign, we want to remind everyone that meaningful connections can be renewed. Sometimes, all it takes is a single step. Scoot has always believed in connecting people to not only places, but also to each other, and we hope these stories inspire our community to take that first step to turn their own What if into moments of reconnection.”

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Created in collaboration with the Singapore Tourism Board (STB), the video features SIA cabin crew at locations including the Esplanade, Gardens by the Bay, Sentosa, Lau Pa Sat, and Jurong Lake Gardens. 

They appear alongside community groups such as a lion dance troupe, kolam artists, silat practitioners, and an aqua aerobics team, who help demonstrate the safety procedures.

The production combines real-life footage with watercolour effects inspired by Singapore’s Arts Scene, reflecting the style of murals found across the city. 

According to SIA, this artistic treatment links the airline’s safety messaging with Singapore’s cultural identity.

Vinod Kannan, senior vice president of sales and marketing at Singapore Airlines said, “This video creatively presents vital safety information while showcasing Singapore’s vibrant and diverse cultures, sights, and communities.”

True to commitment, he noted that their absolute priority is safety and thus, by design, each scene was directed to reinforce their essential safety messages. 

Kenneth Lim, assistant chief executive of the marketing group at the Singapore Tourism Board, described the airlines’ new in-flight safety video as a celebration of Singapore’s diverse communities and rich culture. 

“This strategic partnership allows us to showcase Singapore’s distinct character to millions of travellers worldwide, while reinforcing our position as a preferred destination for both business and leisure,” Lim added. 

The video is available on Singapore Airlines’ social media channels from September 4, 2025 and will be progressively screened across all flights from the end of October 2025.

“We hope the video resonates with Singaporeans and Singapore residents, evoking a sense of home whenever they watch it on board, while giving visitors a compelling introduction to our beautiful island state and its myriad attractions,” Kannan concluded. 

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Through a three-year agreement, SIA and Qualtrics are leveraging research, data analytics, and AI to understand customers’ evolving preferences.

With Qualtrics’ GenAI capabilities, SIA aims to enhance its analysis of open-ended customer feedback. The feature allows the airline to gain deeper insights from comments and suggestions and ultimately improve how their customers travel.

“Singapore Airlines uses Qualtrics’ text analytics to process and analyse customer feedback from multiple channels. By integrating advanced analytics with our customer experience strategies, we can better understand our customers’ evolving expectations, and address their needs more effectively, and enhance their end-to-end journey with Singapore Airlines,” Melvin Ng, vice president of customer experience at Singapore Airlines, commented.

“Companies that deliver great experiences build deeper relationships with their customers, and today’s market leaders are proven to have made this a greater priority over the last three years,” Brad Anderson, president at Qualtrics, said. 

“As consumer feedback habits evolve, thousands of leading organisations across the world, including Singapore Airlines, are using Qualtrics to understand and improve their customer experience with omnichannel insights captured across the customer journey. These rich insights provide companies with intelligence and capabilities they need to win now and in the coming era of agentic AI,” Anderson added.

As part of its effort to elevate customer experience, SIA recently forged a partnership with OpenAI, kicking off efforts to develop GenAI solutions.

SIA also collaborated with Salesforce, incorporating the Agentforce platform into its customer case management system for personalisation.

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Through the partnership, SIA will have new tools augmenting its customer servicing capabilities, able to interpret text, audio, diagrams, and videos.

Building on SIA’s current AI features on its website, OpenAI will help improve its virtual assistant. The enhanced AI assistant will offer more intuitive experiences for customers planning their trips.

The virtual assistant is set to deliver personalised support for booking and managing destinations and travel processes by expanding self-service capabilities. It aims to provide a more cohesive experience for customers to boost engagement with SIA.

Meanwhile, SIA’s staff will also benefit from the automation of operational tasks. Through the OpenAI tool, the staff can access and process information more quickly, enabling better decision-making and problem-solving.

Additionally, SIA will be integrating OpenAI’s model with its existing tools to assist in flight crew scheduling, considering regulations and manpower availability.

George Wang, senior vice president information technology at Singapore Airlines, said, “This collaboration with OpenAI exemplifies Singapore Airlines’ commitment to digital innovation and leadership in the airline industry. By harnessing cutting-edge AI solutions, we will enhance operational efficiency and staff productivity, and elevate the end-to-end customer experience, helping the SIA Group retain its industry-leadership position.”

“Singapore Airlines has long been known for its leadership in innovation and service. We are excited to work with SIA and explore how advanced AI can enhance the travel experience, empower employees, and optimise complex operations,” Oliver Jay, managing director, international at OpenAI, said.

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