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Scoot, the low-cost subsidiary of Singapore Airlines, and the Singapore Tourism Board (STB) have launched the third edition of the Singapore Superfans campaign, transforming the Merlion from landmark to leading role. The 2026 campaign positions the Merlion as a self-aware, mischievous character urging travellers to explore Singapore beyond the obvious.
The launch film, directed by Peggy Goh with music by Bumblebeat, features a rock-inspired narrative where the Merlion “breaks character” to encourage fresh perspectives of the city. Running across Instagram, Red Note and TikTok, the campaign integrates creative technology with storytelling to spark audience participation.
Central to the activation is the #MerlionMadeMeDoIt challenge, inviting travellers in Australia, China, India, Indonesia and Malaysia to propose new photo-op moments. Winners receive trips worth up to SGD 3,500. The campaign culminates in a Scoot fare sale from 20–27 March 2026, converting digital engagement into real travel experiences.
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