United Kingdom
United States
Asia Pacific
STB targets family market with ‘Merli’
The Singapore Tourism Board believes it has found the perfect weapon to attract more of the young family market.
Enter ‘Merli,’ the Singapore’s newest tourism ambassador, who is a cuter mini version of Singapore’s iconic Merlion.
Described as ‘heartwarming and whimsical,’ Merli will be front and centre as the STB looks to lure more families with young children, which is a key segment.
Merli loves the Singapore staple Kaya Toast and showing his friends around the ‘best and most interesting’ places in the Lion City.
"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, STB’s director, brand.
"Armed with a can-do attitude and a great enthusiasm for discovering more about Singapore, Merli embodies the ‘Passion Made Possible’ brand."
Merli will be the face for social media campaigns and global marketing targeting the segment and in the form of GIF comments and GIF stickers.
TravelMole Editorial Team
Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
Tony from Gatto’s Pizza on Columbus’s Unique Pizza Trail
Sophia Hyder Hock on Global Social Inclusion in Tourism
Sustainable Tourism: Don Welsh on Community Values and Global Collaboration
Jane Cunningham: Enhancing European Engagement in Tourism
Kristin Dunne: Navigating Destination Strategy
Revolutionizing Mobile Connectivity: Boris Bijlstra on HUBBY eSIM
Capturing Glasgow’s Vibrancy: An Interview with Susan Deighan, Chief Executive of Glasgow Life
Lebua Hotel & Resorts: Rajan Khurana on Hospitality and Bangkok’s Charms
Sustainable Tourism and Growth: Insights from Chiravadee Khunsub from Tourism Authority of Thailand
Revolutionizing Travel: SmartSIM USA’s Dale Takio Unveils the Power of E Sims
TravelMole Interview with Hishan Singhawansa, Deputy CEO of Cinnamon Hotels & Resorts, Sri Lanka
Unveiling the Essence of Magari Tours: A Dive into Authentic Italian Experiences
Abercrombie & Kent hails $500 million funding boost
British Airways passengers endure 11-hour 'flight to nowhere'
CLIA: Anti-cruise demos could cause itinerary changes in Europe
Gatwick braces for strike
Co-pilot faints, easyJet flight issues ‘red alert’