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Singapore Tourism Board Oceania, in partnership with global social media and influencer marketing agency, Komodo, have announced the launch of The Journey: Singapore – the world’s first gamified TikTok travel miniseries.
The inaugural season will feature six of Australia’s top content creators competing to win the title of ‘The Destination’s Most Viral Creator’, and features Kiwi-born Nathan Lust.
At just 23 years of age, Wellington born / Gold Coast based creative Nathan Lust is one of the most identifiable online identities on either side of the Tasman. With more than 5.8 million TikTok followers, 800k Instagram followers and a collective of more than 500 million video views, Nathan ranks amongst the top 20 most viewed online identities in the region and has partnered with some of the biggest brands across the globe to bring his comedic dance and film cameo videos to an enormous audience.
Premiering on February 3, and hosted by TV personality Josh Moss, the first-of-its-kind concept will see Olympic diver Sam Fricker, adrenaline and connection master Aaron Casa, real-estate-agent-turned-nomad Sofia Ligeros, foodie Jiny Maeng, dynamic duo Rosie and Harry, and viral dance sensation Nathan Lust hit the streets of Singapore to compete and complete four wild, hilarious and pressure-raising interactive challenges, with the help of the very followers they hope to reward with a Singapore holiday of their own.
Developed by Komodo, The Journey is a transformative initiative for a sector where social media has turned traditional approaches on their head as modern travellers look for more unique and personalised travel and tourism experiences to inspire their next holiday.
With TikTok also on board as an official partner of The Journey: Singapore, STB and Komodo will not only be able to connect with millions of followers of the six content creators, but also have access to the world’s fastest growing social media platform’s range of beta features. In addition to following the travels of the creators, the TikTok LIVE Diary Room – hosted in the TikTok studios – will be the home of the creator confessions and behind-the-scenes insights from their time in Singapore. Other brand partners on board for this season include Revolut and Samsonite.
“Singapore offers many delightfully unexpected experiences for both first-time and repeat visitors,” says STB international group and Oceania executive director Oliver Chong.
“Hence, we’re very excited to showcase the destination to new audiences through the lens of these content creators.
“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. It is our ultimate wish of course that The Journey will inspire their fans to come and experience the city for themselves!”
“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,” says Komodo co-founder and director Nick Seymour.
“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 Journey: Singapore will be the second Australian campaign under STB’s global Made in Singapore banner that aims to inspire travel to Singapore.
To watch the show, join in on the fun and enter to win a trip to Singapore, viewers should follow all six creators and @thejourneylive on TikTok ahead of the premiere.
