In its third edition, the social-first, multi-market campaign invites travellers to co-create with a self-aware Merlion through the #MerlionMadeMeDoIt challenge, with prizes totalling SGD 36,500 across five markets.
Scoot and Singapore Tourism Board presents the Singapore Superfans 2026 Campaign
In partnership with the Singapore Tourism Board (STB), Scoot, the low-cost subsidiary of Singapore Airlines (SIA), today unveiled the third edition of its Singapore Superfans campaign,a multi-market campaign that flips the script on how Singapore’s most recognisable icon shows up in culture. Instead of serving as just a photo opportunity, the Merlion takes centre stage as a self-aware, slightly mischievous character that ‘nudges’ travellers to discover more of the city. As the airline that enables travel to Singapore, Scoot provides the way in, while the Merlion gets visitors exploring.
The campaign’s launch film embraces high-energy nostalgia: a classic rock-inspired music video directed by acclaimed Singaporean director Peggy Goh, with music by Bumblebeat. In it, the Merlion ‘breaks character’; no longer a symbol in the background, but a protagonist with agency, urging viewers to go beyond the obvious and see Singapore through fresh lenses, in turn allowing him a well deserved break.
The campaign brings this personality to life across Instagram, Red Note and TikTok through content that showcases the Merlion’s character whilst encouraging audience participation. Combining innovative creative technology* with human storytelling, the approach creates an ongoing narrative that invites viewers to engage and respond, taking the campaign beyond traditional one-off advertising.
Mr Calvin Chan, Chief Commercial Officer, Scoot, said, “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. We’re creating new ways for audiences to connect with Singapore, whether they’re discovering it digitally or planning a future visit.”
The campaign aligns with STB’s broader ‘We Don’t Wait For Fun’ campaign, which specifically targets Early Career travellers aged 25-39 who prioritise authentic and spontaneous experiences. This demographic represents a key segment for both STB and Scoot, characterised by their desire for culturally immersive travel. By reimagining Singapore's iconic Merlion as a relatable and engaging protagonist, the campaign speaks directly to this audience’s preference for engaging and shareable experiences.
Mr John Conceicao, Executive Director, Marketing Partnerships, Planning & Capability Development, Singapore Tourism Board, added, “For early-career travellers in particular, fun doesn’t wait for perfect plans or ideal moments. Fun starts when curiosity strikes. This collaboration captures that same spirit of ‘We Don’t Wait For Fun’, prompting travellers to explore our destination beyond our most familiar sights. Strategic partnerships, such as this collaboration with Scoot, amplify our reach to target markets whilst allowing us to engage with travellers in more impactful ways.”
Launching on 12 March 2026 across Australia, China, India, Indonesia and Malaysia, the campaign extends into a creator-led social challenge:#MerlionMadeMeDoIt. Key opinion leaders in each market will kick off the challenge as they respond to the Merlion’s plea to “pose somewhere else”. In turn, they invite their audiences to propose the next viral photo-op moment in Singapore that does not involve the Merlion. Top entries from each market win trips to Singapore worth up to SGD 3,500, including flight, accommodation and exclusive experiences.
To build on the momentum of the social activation, the campaign culminates in a limited-time sale designed to convert inspiration into travel. Travellers in Australia, China, India, Indonesia and Malaysia can enjoy special sale fares on Scoot flights to Singapore from 20 March to 27 March 2026, giving audiences who have engaged with the Merlion-led challenge a timely reason to turn curiosity into reality.
To view the launch video of the#MerlionMadeMeDoIt challenge, please click here.
Notes to editors:
*AI was used as a creative and conceptual tool alongside human direction on the launch video, supplementary social posts and digital assets. All final content and selections were curated and produced by Scoot, STB and its creative partners.