Singapore Tourism Board (STB)’s Oceania bureau has partnered with international agency Komodo to launch a new marketing platform called The Journey.

This initiative integrates partnerships with TikTok, Revolut, and Samsonite to redefine tourism marketing.

STB’s executive director for international group and Oceania, Oliver Chong, expressed excitement about the project, stating: > “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.”
Translation: We are thrilled to collaborate on this new marketing approach that showcases Singapore’s unique offerings.

The campaign focuses on a gamified TikTok mini-series featuring six Australian content creators attracting a collective following exceeding 34 million. Their work will spotlight Singapore as a prime travel destination through audience-driven challenges.

Promotion through social media, as articulated by Nick Seymour, co-founder of Komodo: > “With The Journey, we aimed to organically showcase a destination while integrating our partners in a meaningful way that resonates with audiences.”
Translation: Our goal was to create relatable content that engages audiences without being overtly promotional.

Thus, The Journey sets a new standard for leveraging social media in tourism marketing.