Singapore Tourism Board has partnered with Scoot, the low-cost subsidiary of Singapore Airlines, to unveil the third edition of its Singapore Superfans campaign.
The multi-market campaign presents Singapore’s Merlion as a character that encourages travellers to discover more of the city, moving beyond its role as a photo opportunity.
The campaign’s launch film takes the form of a rock-inspired music video directed by Singaporean director Peggy Goh, with music by Bumblebeat. In the film, the Merlion is depicted as stepping out of its usual role as a background symbol to urge visitors to explore Singapore through different perspectives.
“Travellers today are looking for experiences that feel personal, expressive and connected to culture, rather than being postcard perfect,” said Calvin Chan, Chief Commercial Officer, Scoot.
“This campaign reflects that shift by reimagining a familiar icon as an active character people can engage with and respond to. We’re creating new ways for audiences to connect with Singapore, whether they’re discovering it digitally or planning a future visit.”
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The campaign, created by VML Singapore, extended into a five-market contest across Indonesia, Malaysia, Australia, India and China. Users were invited to recreate or reimagine poses in Singapore, using green screens or original content, for the Merlion’s approval.
Thousands of entries poured in, flooding TikTok with fresh interpretations of Singapore and effectively reshaping the platform’s travel algorithm.
Winners from each market were awarded a Singapore Superfan trip, including flights on Scoot, accommodation, and curated experiences across the island.
“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,” said Nimesh Desai, CEO, VML Singapore
