in 2010, YourSingapore is Singapore’s
tourism destination brand. It expounds the characteristics of Singapore with
its concentration of sights, sounds, tastes, culture and attractions all packed
into a compact and user-friendly space.
YourSingapore builds on the equity
acquired by the “Uniquely Singapore” campaign whilst addressing two critical
needs born of the changing competitive and media landscape through
the need to cut through the conventional destination advertising and build
affinity for Singapore through a fresh new global brand campaign, and
need to develop a deeper rapport with potential visitors to Singapore by
leveraging new opportunities in digital communications and social media.
The choice of the Merlion as a symbol for
Singapore has its roots in history. The Merlion commemorates the ancient name
and the legend taken from the "Malay Annals" (literary and historical
work from the 15th or 16th century) explaining how Singapore received its
In ancient times, Singapore was known as Temasek which is Javanese for the sea.
It was then, as it is today, a centre of trade.
At the end of the 4th century A.D, Temasek was destroyed by the Siamese,
according to some historians, but by the Javanese according to others. As
recorded in the legend in the "Malay Annals," Prince Nila Utama of
the Sri Vijaya empire rediscovered the island later in the 11th century A.D. On
seeing a strange beast (which he later learnt was a lion) upon his landing, he
named the island Singapura which is a Sanskrit word for Lion (Singa) City (Pura).
The Merlion, with its fish-like body riding the waves of the sea, is symbolic
of the ancient city of Temasek. At the same time, its majestic head recalls the
legend of the discovery of Singapore by Prince Nila Utama in the 11th century,
when Singapore received its present name.
The Merlion, a symbol to welcome all visitors to Singapore, has since moved. On
15 September 2002, it settled into its new home at Merlion Park, located next
to One Fullerton, overlooking scenic Marina Bay, with the park opened by Singapore’s
Founding Father Mr Lee Kuan Yew.