The Singapore Tourism Board (STB) and Scoot have rolled out the third edition of the Singapore Superfans campaign, using the Merlion as the central character to promote travel to Singapore across several markets.
The campaign presents the Merlion as a character encouraging visitors to explore parts of the city beyond its most recognisable landmarks. Scoot supports the campaign by promoting travel to Singapore from its regional markets.
The Singapore Superfans film takes the form of a rock-inspired music video directed by Singaporean filmmaker Peggy Goh, with music produced by Bumblebeat. In the film, the Merlion steps out of its usual role as a landmark and becomes the central figure encouraging travellers to discover the city from new perspectives.
Content linked to Singapore Superfans will appear on social media platforms including Instagram, Red Note and TikTok. The campaign also invites audiences to participate in an ongoing narrative through user-generated content.
The initiative aligns with STB’s broader We Don’t Wait For Fun campaign, which targets travellers aged 25 to 39 who seek spontaneous and culturally immersive experiences.
The campaign will run in Australia, China, India, Indonesia and Malaysia from March 12, 2026. It includes a creator-led social media challenge titled #MerlionMadeMeDoIt, in which key opinion leaders from each market invite audiences to suggest new photo locations in Singapore beyond the Merlion.
Selected entries will receive trips to Singapore valued at up to S$3,500 (US$2,600), including flights, accommodation and curated experiences.
Following the social media activation, Scoot will offer promotional fares to Singapore from March 20 to March 27, 2026 in the participating markets.
“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 of Scoot.
“For early-career travellers in particular, fun doesn’t wait for perfect plans or ideal moments. Fun starts when curiosity strikes,” added John Conceicao, executive director of marketing partnerships, planning and capability development at STB.
