Merlion to connect with families in Singapore

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.

"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."

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Picture credit: Singapore Tourism Board