What happens when one of the world’s most photographed landmarks asks for a break?
VML Singapore, in partnership with Scoot and the Singapore Tourism Board, set out to answer that question with #MerlionMadeMeDoIt, a social-first campaign designed to shift how Gen Z travellers discover Singapore.
Rewriting the Travel Algorithm
Today, travel decisions are increasingly shaped by what people see on TikTok. And in Singapore, one image dominates: tourists posing with the Merlion.
The challenge was to show the world that Singapore offers far more than its most iconic landmarks.
So instead of fighting the Merlion’s popularity, the campaign put it to work.
Turning the Merlion into a Spokesperson
Reimagined as an 80s glam rock star (a fitting reinvention for a ‘70s-born icon), the Merlion took centre stage in a humorous retro TikTok music video, pleading with fans to give him a break and strike a pose somewhere new.
Joined by two bandmates, the Merlion showcased lesser-known spots across Singapore, demonstrating new ways travellers could capture their own unique moments.
From Content to Movement
The campaign extended into a five-market contest across Indonesia, Malaysia, Australia, India and China. Users were invited to recreate or reimagine poses in Singapore, using green screens or original content, for the Merlion’s approval.
Thousands of entries poured in, flooding TikTok with fresh interpretations of Singapore and effectively reshaping the platform’s travel algorithm.
Winners from each market were awarded a Singapore Superfan trip, including flights on Scoot, accommodation, and curated experiences across the island.
Hijacking the Moment at the Merlion
But the campaign didn’t stop online.
To reach tourists already in Singapore, and still defaulting to the Merlion, the team brought the idea directly to Merlion Park.
A high-energy QR code mascot roamed the area, playfully photobombing visitors just as they attempted the classic shot. Curious tourists scanned the code, unlocking the campaign video and discovering alternative photo spots across the city.
“Every tourist visits the Merlion. Now we’ve given him a voice, literally. One inviting you to experience Singapore beyond iconic landmarks. This campaign allowed us to connect with a new generation of travellers in a way that feels native to how they discover the world today: through content, and community online.”
— Nimesh Desai, CEO, VML Singapore
A New Way to Experience Singapore
By hijacking a single, over-photographed moment, #MerlionMadeMeDoIt transformed Singapore’s most iconic landmark into a gateway for exploration, encouraging travellers to look beyond the obvious and discover the unexpected.
What happens when one of the world’s most photographed landmarks asks for a break?
VML Singapore, in partnership with Scoot and the Singapore Tourism Board, set out to answer that question with #MerlionMadeMeDoIt, a social-first campaign designed to shift how Gen Z travellers discover Singapore.
Rewriting the Travel Algorithm
Today, travel decisions are increasingly shaped by what people see on TikTok. And in Singapore, one image dominates: tourists posing with the Merlion.
The challenge was to show the world that Singapore offers far more than its most iconic landmarks.
So instead of fighting the Merlion’s popularity, the campaign put it to work.
Turning the Merlion into a Spokesperson
Reimagined as an 80s glam rock star (a fitting reinvention for a ‘70s-born icon), the Merlion took centre stage in a humorous retro TikTok music video, pleading with fans to give him a break and strike a pose somewhere new.
Joined by two bandmates, the Merlion showcased lesser-known spots across Singapore, demonstrating new ways travellers could capture their own unique moments.
From Content to Movement
The campaign extended into a five-market contest across Indonesia, Malaysia, Australia, India and China. Users were invited to recreate or reimagine poses in Singapore, using green screens or original content, for the Merlion’s approval.
Thousands of entries poured in, flooding TikTok with fresh interpretations of Singapore and effectively reshaping the platform’s travel algorithm.
Winners from each market were awarded a Singapore Superfan trip, including flights on Scoot, accommodation, and curated experiences across the island.
Hijacking the Moment at the Merlion
But the campaign didn’t stop online.
To reach tourists already in Singapore, and still defaulting to the Merlion, the team brought the idea directly to Merlion Park.
A high-energy QR code mascot roamed the area, playfully photobombing visitors just as they attempted the classic shot. Curious tourists scanned the code, unlocking the campaign video and discovering alternative photo spots across the city.
“Every tourist visits the Merlion. Now we’ve given him a voice, literally. One inviting you to experience Singapore beyond iconic landmarks. This campaign allowed us to connect with a new generation of travellers in a way that feels native to how they discover the world today: through content, and community online.”
— Nimesh Desai, CEO, VML Singapore
A New Way to Experience Singapore
By hijacking a single, over-photographed moment, #MerlionMadeMeDoIt transformed Singapore’s most iconic landmark into a gateway for exploration, encouraging travellers to look beyond the obvious and discover the unexpected.
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