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. 

"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 compete in four interactive challenges in Singapore with the help of followers on social media. 

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With TikTok onboard as an official partner of the series, STB and Komodo have utilised the TikTok 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 Revolut and Samsonite. 

“Singapore offers many delightfully unexpected experiences for both first-time and repeat visitors. Hence, we’re very excited to showcase the destination to new audiences through the lens of these content creators,” said Oliver Chong, executive director at International Group and Oceania, STB.

He added, "As a city that is easy to navigate, with a wide range of unique attractions and activities – from culture and heritage to food and nature – Singapore is the perfect playground for content creators to explore, discover and unleash their creativity and skills". 

In tandem, Nick Seymour, co-founder and director at Komodo reportedly said, “Tourism boards and global destinations are operating in an environment that has been massively disrupted, with many consumers today making their travel plans based entirely on what they see online and on their social feeds, not traditional advertising". 

He added, "The Journey was born as a result of our need to organically showcase destinations through gamified content, and we’re delighted to partner with Singapore on our inaugural first-hand experience to successfully harness the power of influencers and social media, particularly TikTok, to revolutionise traditional marketing strategies and deliver superior results.”

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

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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