STB unveils new character Merli to target families with young children

Merli, whose favourite food is kaya toast, is an illustration of Singapore's mascot, the mythical Merlion with the head of a lion and body of a fish.
Merli, whose favourite food is kaya toast, is an illustration of Singapore's mascot, the mythical Merlion with the head of a lion and body of a fish.PHOTO: SINGAPORE TOURISM BOARD

SINGAPORE - A new child-friendly character created to help market Singapore to tourists was unveiled by the Singapore Tourism Board (STB) on Wednesday (June 27).

Merli, whose favourite food is kaya toast, is an illustration of Singapore's mascot, the mythical Merlion with the head of a lion and body of a fish.

The STB said it hopes that Merli will appeal to families with young children, a key target consumer segment, and will feature in global marketing efforts going forward.

Said STB's brand director Lim Shoo Ling: "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."

Merli stickers will be given away at the Orchardgateway Singapore Visitor Centre from Wednesday to July 3, and the character will also appear on social media platforms around the world in the form of GIF comments and GIF stickers, the STB said.