STB Oceania launches gamified TikTok travel miniseries

Singapore Tourism Board (STB) Oceania has collaborated with global social media and influencer marketing agency Komodo to unveil the world's first gamified TikTok travel miniseries. 

According to Australian Leisure Management, "The Journey: Singapore", debuting on 3 February this year, features content creators from Australia who are competing to win the title of "The destination's most viral creator". In addition, one social media follower stands a chance to win a trip for two to Singapore by voting for their favourite creator on Instagram. 

Hosted by TV personality Josh Moss, the one-of-a-kind series will feature Olympic diver Sam Fricker, adrenaline and connection master Aaron Casa, real estate-agent-turned-nomad Sofia Ligeros, foodie Jiny Maeng, duo Rosie and Harry, and viral dance sensation Nathan Lust. The contestants will reportedly compete in four interactive challenges in Singapore with the help of followers on social media. 

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With TikTok reportedly onboard as an official partner of the series, STB and Komodo have utilised the TikToke LIVE Diary Room to give viewers a glimpse into creator confessions and behind-the-scenes insights during their journey. 

Other brand partners for "The Journey: Singapore" include Revolu and Samsonite. 

Oliver Chong, executive director at International Group and Oceania, STB reportedly highlighted Singapore's vast array of experiences for visitors, noting the country's range of unique attractions and heritage sights. 

Chong hopes the series will inspire fans to visit Singapore themselves and shared his excitement to showcase the country to new audiences through the world of content creation. 

In tandem, Nick Seymour, co-founder and director at Komodo reportedly said the series was designed to showcase destinations in a more natural manner through a gamified lens. Additionally, Seymour noted his delightment with Komodo's partnership with STB to transform conventional marketing strategies. 

The series will reportedly be the second Australian campaign under STB's "Made in Singapore" campaign. 

MARKETING-INTERACTIVE has reached out to STB for more information. 

In 2023, STB unveiled “Made in Singapore”, a global campaign to inspire travellers to choose Singapore as their next travel destination. The campaign aimed to put a fresh spin on its “Passion Made Possible” destination brand.

According to STB, the campaign will spotlight quintessentially Singaporean experiences, from attractions to hidden gems. The desired result of the campaign was to keep Singapore top of mind and connect across different travellers by showcasing the country’s key attributes. It rolled out across key markets globally including China, India, Indonesia, South Korea, the United Kingdom and United States. Beyond film and social, the campaign included in-market activations, industry partnerships, collaborations with content creators, as well as familiarisation trips to immerse media and influencers in "Made in Singapore" experiences.

To build emotional affinity and inspire travel to Singapore, the campaign adopted a bolder and playful approach to convey the spirit of "Made in Singapore". From “forest bathing” at Jewel Changi Airport’s Rain Vortex, to working up a sweat dining at Lau Pa Sat hawker centre and witnessing a colourful “air show” at the all-new Mandai Bird Paradise.

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