VML Singapore, Scoot and Singapore Tourism Board Turn Merlion Into Gen Z Travel Guide

Why It Matters

The campaign demonstrates how destination marketers can leverage TikTok and user‑generated content to diversify visitor experiences, driving higher‑value tourism beyond over‑photographed landmarks.

Key Takeaways

• #MerlionMadeMeDoIt used TikTok to showcase hidden Singapore spots
• Campaign ran contests in Indonesia, Malaysia, Australia, India, China
• Winners received all‑expenses‑paid Singapore Superfan trips on Scoot
• QR‑code mascot at Merlion Park redirected tourists to alternative photo locations
• Reimagined Merlion boosted user‑generated content, influencing travel algorithms

Pulse Analysis

Gen Z travelers now decide where to go based on short‑form video platforms, with TikTok leading the charge. Traditional tourism hubs that rely on a single iconic image risk becoming stale, prompting destinations like Singapore to innovate. By turning the Merlion—a symbol of the city‑state—into a relatable, music‑driven character, the #MerlionMadeMeDoIt campaign tapped into the platform’s algorithmic preferences for fresh, entertaining content, positioning Singapore as a dynamic, multi‑facet experience rather than a single‑spot photo op.

The partnership between VML Singapore, Scoot and the Singapore Tourism Board combined creative storytelling with a multi‑market contest that spanned Indonesia, Malaysia, Australia, India and China. Participants used green‑screen effects or original footage to reimagine the Merlion’s pose, earning a chance at a curated Superfan trip that included Scoot flights and bespoke itineraries. On the ground, a roaming QR‑code mascot at Merlion Park offered instant access to the campaign video, guiding visitors to alternative photo‑friendly locales. The flood of user‑generated videos not only amplified organic reach but also nudged TikTok’s travel recommendation engine toward a broader set of Singapore attractions.

For tourism marketers, the campaign underscores the ROI of blending digital native tactics with physical touchpoints. By granting the Merlion a “voice,” Singapore transformed a static landmark into an interactive guide, encouraging deeper engagement and higher spend per visitor. Other destinations can replicate this model by identifying overused symbols, re‑contextualizing them for platform‑specific narratives, and coupling online contests with on‑site activations to capture both pre‑arrival interest and in‑moment exploration.