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.
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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.
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