In a groundbreaking move redefining travel marketing, the Singapore Tourism Board (STB) Oceania has partnered with Komodo, a leading global influencer marketing agency, to launch The Journey: Singapore. Premiering on February 3, 2025, this world-first gamified TikTok travel miniseries is set to captivate audiences with its dynamic fusion of travel, entertainment, and social media engagement.
A Revolutionary Concept for Modern Travelers
Targeting the tech-savvy and experience-driven traveller, The Journey: Singapore will feature six top Australian content creators competing for the coveted title of “The Destination’s Most Viral Creator.” The stakes are high: a grand prize that includes a trip for two to Singapore for one lucky follower of the winning creator.
Hosted by popular TV personality Josh Moss, the series will showcase the unique talents of its participants:
- Sam Fricker – Olympic diver and adventure enthusiast
- Aaron Casa – Adrenaline junkie and connection expert
- Sofia Ligeros – Real estate agent turned travel nomad
- Jiny Maeng – Renowned foodie and culinary explorer
- Rosie and Harry – Dynamic duo and travel storytellers
- Nathan Lust – Viral dance sensation
The participants will navigate the vibrant streets of Singapore, engaging in four high-energy, interactive challenges. From cultural immersion to gastronomic adventures, their journey will spotlight Singapore’s seamless blend of heritage, nature, and innovation.
TikTok at the Heart of the Action
With TikTok onboard as an official partner, this initiative leverages the platform’s cutting-edge tools and features to maximize reach. The creators’ escapades will unfold through entertaining video content and via TikTok LIVE Diary Rooms, providing behind-the-scenes insights and creator confessions from the TikTok studios. The real-time interaction between creators and their followers adds a dynamic layer of engagement, making viewers active participants in the journey.
Oliver Chong, Executive Director of International Group & Oceania at STB, explained the rationale behind the series: “Singapore offers many delightfully unexpected experiences for both first-time and repeat visitors. Through The Journey, we aim to showcase our city’s unique attractions and inspire audiences to explore Singapore themselves.”
A New Era of Travel Marketing
The collaboration between STB and Komodo reflects a seismic shift in travel marketing as traditional methods give way to digital-first strategies. Nick Seymour, Co-Founder and Director at Komodo remarked, “Today’s travelers are heavily influenced by what they see on social media. With The Journey, we’ve created a gamified approach that organically highlights destinations, using influencer-driven content to drive authentic engagement and deliver results.”
Engagement Beyond the Screen
The campaign also brings onboard prominent brand partners such as Revolut and Samsonite, emphasizing the collaborative power of cross-industry innovation. As part of STB’s global Made in Singapore banner, this initiative highlights the destination’s commitment to creativity and adaptability in an ever-evolving tourism landscape.
For fans and travel enthusiasts eager to be part of the excitement, participation is simple: follow all six creators and @thejourneylive on TikTok. Beyond the immersive entertainment, viewers can win a free trip to Singapore, adding an irresistible incentive to join the journey.
A Playground for Content Creators
Singapore’s reputation as a global hub for culture, cuisine, and innovation makes it an ideal backdrop for this unprecedented series. As Chong noted, “Singapore’s compact yet diverse landscape provides endless opportunities for creators to unleash their creativity. Whether it’s exploring heritage neighborhoods, savoring Michelin-star street food, or enjoying lush green spaces, the city offers something for everyone.”
Join the Journey
The Journey: Singapore is not just a travel series; it’s a movement that reshapes how destinations connect with audiences. By combining travel’s universal appeal with social media’s interactive power, this gamified experience sets a new benchmark for tourism campaigns.
Don’t miss the opportunity to witness travel storytelling like never before. Follow the creators, immerse yourself in their challenges, and discover the allure of Singapore – a city where innovation meets inspiration.
Written by: Karuna Johnson
