The Singapore Tourism Board (STB) has partnered with global social media agency Komodo to launch “The Journey,” the world’s first gamified TikTok mini-series. This initiative brings together six Australian content creators with a combined audience of 34 million followers, targeting travelers from Australia and New Zealand.

Gamification Meets Social Media Marketing

According to Mediashotz, “The Journey” leverages TikTok’s algorithm to blend gamification with creator-driven content, offering a fresh approach to showcasing Singapore as a top travel destination. The program features creators participating in audience-driven, location-based challenges highlighting Singapore’s unique attractions and experiences.

To support the series, Komodo has secured partnerships with major brands, including TikTok, Revolut, and Samsonite. 

According to Nick Seymour, co-founder of Komodo, this shift is necessary: “Today, many consumers make their travel plans based entirely on what they see online and on their social feeds. Traditional advertising has lost its power to engage and convert.”

Interactive Features and Brand Integration

The program includes a TikTok LIVE Diary Room, where creators share behind-the-scenes insights and confessions. Hosted in TikTok’s studios, this format enables seamless integration of brand partners’ products and services while maintaining an authentic, native feel for social media platforms.

“This partnership represents a novel and innovative way for us to connect with visitors and highlight the unexpected experiences Singapore has to offer,” Oliver Chong, Executive Director of the International Group & Oceania at STB, said in a statement.

Focus on Sustainability and Data-Driven Results

“The Journey” also emphasizes sustainable and responsible travel education through its content. Komodo has designed the platform to measure key metrics, such as engagement rates, audience reach, bookings, and data capture. This data-driven approach aims to offer measurable ROI for both tourism boards and brand partners.

Expansion and Future Opportunities

Komodo’s expertise in destination marketing, travel photography, and influencer management positions it as a leader in this marketing space. The agency has worked with major clients like Intercontinental Hotels, South Australia Tourism, and TUI and reports growing interest from other tourism boards and brands.

The long-term vision for “The Journey” involves expanding it into a comprehensive marketing platform and knowledge hub for the tourism industry. Komodo’s plans include creating a scalable model for destination marketing that combines creativity, agility, and measurable results.

In a similar initiative, the Saudi Tourism Authority (STA) recently launched an influencer marketing initiative to identify and engage leading content creators across key international markets to promote Saudi Arabia’s tourism offerings and global campaigns in 2025.