The Singapore Tourism Board (STB) has unveiled a new illustration based on the Republic’s national icon to appeal to families with young children – one of its key target consumer segments.
Merli, short for Merlion, will be featured in all of STB’s global marketing efforts, where appropriate, in future, said STB in a statement. The character is said to embody the traits of being “energetic and outgoing” and has a penchant for promoting Singapore to friends, going on adventures and eating kaya toast.
“We came up with this endearing character, based on our beloved Merlion, to build a stronger emotional connection with families and to entrench Singapore’s brand awareness among them,” said Lim Shoo Ling, director, brand, STB. “Armed with a can-do attitude and a great enthusiasm for discovering more about Singapore, Merli embodies the Passion Made Possible brand.”