> dpkg-buildpackage places the tcl script in debian/tmp/usr/bin as expected,

That is the problem.  It doesn't belong there.  It belongs in
debian/<packagename>/usr/bin and you should make sure that your Makefile
installs it there.

Note the comment:

>       # Add here commands to install the package into debian/s25manager.
>       install -d debian/tmp/usr/bin
>       install -m755 -o root -g root s25manager debian/tmp/usr/bin/s25manager

Eric

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