Australia – Singapore Tourism Board (STB) Oceania has tapped global social media and influencer marketing agency Komodo to launch ‘The Journey’, a marketing platform for the travel sector that aims to redefine tourism marketing. Other official partners for the campaign include TikTok, Revolut, and luggage provider Samsonite.
The campaign, a gamified TikTok mini-series, will feature six Australian content creators with a combined following of over 34 million. These creators will participate in audience-driven, location-based challenges designed to highlight Singapore as a premier travel destination. Through engaging storytelling, the series aims to build credibility while inspiring increased visitor interest.
For Komodo, ‘The Journey’ concept redefines marketing in the travel sector, where social media has disrupted traditional strategies, leading modern travelers to seek increasingly unique and personalised experiences. The series will also serve as an educational platform, promoting sustainable and responsible travel in a candid and organic format.
Beyond showcasing the creators’ adventures, the TikTok LIVE Diary Room, hosted in TikTok’s studios, will provide a space for behind-the-scenes insights and personal reflections, offering audiences an exclusive look into the experiences and challenges faced throughout ‘The Journey.’
Nick Seymour, co-founder of Komodo, noted that tourism boards and global destinations are navigating a landscape that has undergone significant disruption. He highlighted that many consumers now base their travel plans entirely on what they see online and on social media, rendering traditional advertising less effective in capturing attention and driving conversions.
“Brands face similar issues, and with ‘The Journey’ we wanted to create a platform that could organically showcase a destination through gamified content while also integrating our brand partners, TikTok, Revolut and Samsonite together with their products and services in an engaging and entertaining way that doesn’t seem like an ad – ie connecting with audiences where they consume content in an innovative way, which is native to each social platform and their nuances,” he said.
He added, “As social media and influencer experts who’ve been planning travel activations since we launched eight years ago, we’ve seen first-hand the power that influencers, social media and particularly TikTok can have on a destination and how creator partnerships are revolutionising marketing strategies, breaking traditional rules and delivering superior results.”
Meanwhile, Oliver Chong, executive director, international group & Oceania at STB, stated, “We’re excited to partner with Komodo on the inaugural edition of “The Journey”, which is a novel and innovative way for us to connect with visitors and highlight the unexpected experiences Singapore has to offer. Showcasing what the destination has to offer through the lens of these six content creators is also a fantastic way for us to reach new audiences, and hopefully inspire them to come and experience Singapore for themselves.”
