Singapore – Low-cost carrier Scoot, the budget subsidiary of Singapore Airlines, has launched the third edition of its “Singapore Superfans” campaign in partnership with the Singapore Tourism Board (STB), this time turning Singapore’s iconic Merlion into a character that encourages travellers to explore more of the city.
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.
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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