MERLI’S IN YOUR SH 
T
Appearing before, during, and after the journey, Merli embeds himself within the entire Singapore travel experience. He doesn’t replace the destination — he becomes part of it, living inside the moments travellers take home and share.
The NexGen Brief: Create emotional affinity between Merli and Early Careers (Gen Zs and Millenials) by evolving him from a family-friendly mascot into a culturally relevant presence that strengthens preference for Singapore.
Copy: Gladys Law , Art: Alexa Choo
Travel today is an offline experience, but remembered and shared online. For Early Careers, memories need proof. As a result, photos have become identity artefacts — shaping how they present themselves online.
Yet beyond sharing, the most meaningful takeaway is the memory behind the photo.
What if Merli isn’t just something you collect but someone who lives inside the memories you make?