Singapore Tourism Board creates cartoon character to help with global marketing efforts

Global marketing efforts for Singapore will now feature a cartoon character, Merli, in order to provide great appeal to families and young children. A demographic said by the Singapore Tourism Board to be ‘key targets in its drive to attract tourists to the city state.

The announcement:

The Singapore Tourism Board (STB) unveiled today Merli, a heart-warming and whimsical illustration of the Republic’s mythical national icon. Merli, short for Merlion, is a character that STB hopes will appeal to families with young children, one of STB’s key target consumer segments. Hence, moving forward, STB will be featuring Merli in its global marketing efforts where appropriate.

“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 Ms 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.”

Merli is energetic and outgoing, and has many friends from Singapore and around the world. Whenever his friends visit, Merli takes the opportunity to show them the best and most interesting parts of Singapore.

In addition to showcasing Singapore, Merli makes it a point to treat his friends to his favourite food – kaya toast – which he loves for its unique taste. In short, Merli is passionate about wanting visitors to love Singapore as much as he does.


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