Scoot and the Singapore Tourism Board introduce a creative campaign that reimagines the Merlion as a playful character. The social media challenge invites travellers across several markets to explore Singapore in new ways.
Scoot, the low-cost airline subsidiary of Singapore Airlines, has partnered with the Singapore Tourism Board (STB) to launch the third edition of the Singapore Superfans campaign. The campaign was unveiled on 12 March 2026 and aims to encourage travellers from Australia, China, India, Indonesia and Malaysia to explore Singapore beyond its most famous landmarks.
In this new campaign, Singapore’s iconic Merlion is presented not just as a landmark but as a lively and self-aware character. Instead of being only a photo spot, the Merlion takes a central role in the story, encouraging visitors to discover more parts of the city. Scoot plays the role of the airline that brings travellers to Singapore, while the Merlion inspires them to explore.
The campaign’s launch film features a classic rock-inspired music video directed by Singaporean filmmaker Peggy Goh, with music produced by Bumblebeat. In the film, the Merlion humorously “breaks character” and urges visitors to look beyond the usual tourist photos so that it can enjoy a break from constant attention.
The campaign will run mainly on Instagram, Red Note and TikTok, combining creative technology with storytelling to create interactive content. Audiences are encouraged to participate in the #MerlionMadeMeDoIt social media challenge, where they share new photo locations in Singapore that do not include the Merlion.
Mr Calvin Chan, Chief Commercial Officer of Scoot, said modern travellers are looking for experiences that feel personal and connected to culture. He noted that the campaign reimagines a familiar icon in a way that allows people to engage with it and discover Singapore through new perspectives.
The campaign also supports STB’s broader tourism initiative titled “We Don’t Wait For Fun.” This initiative focuses on early-career travellers aged 25 to 39, who prefer spontaneous and culturally immersive travel experiences.
Mr John Conceicao, Executive Director of Marketing Partnerships, Planning & Capability Development at the Singapore Tourism Board, said the collaboration helps reach target markets and encourages travellers to explore Singapore beyond its well-known attractions.
As part of the campaign, key opinion leaders from participating markets will start the #MerlionMadeMeDoIt challenge. Participants can submit ideas for new viral photo spots in Singapore. The best entries from each market will win travel packages worth up to SGD 3,500, including flights, accommodation, and special experiences.
To encourage travel bookings, Scoot will also run a limited-time promotional fare sale from 20 March to 27 March 2026 for flights to Singapore from the campaign markets.
The campaign aims to combine storytelling, social media participation and travel promotions to inspire more visitors to discover Singapore in new and creative ways.
Source: STB
