Komodo, a social media and influencer marketing agency, has launched “The Journey,” a unique marketing platform designed to transform tourism marketing. The platform combines TikTok’s algorithm, gamification, creator-led entertainment, and audience engagement, offering a new way for destinations to connect with potential visitors.
Influencers on The Journey will compete in interactive challenges that showcase various destinations, telling compelling stories that boost credibility and drive tourism. The platform is partnered with major brands such as TikTok, Revolut, and luggage company Samsonite.
The first campaign will target visitors from Australia and New Zealand through Singapore Tourism Board (STB) Oceania, with activities kicking off in February. This will be the world’s first gamified TikTok mini-series, featuring six Australian content creators with a combined following of over 34 million people. These influencers will participate in audience-driven, location-based challenges that highlight Singapore as a top travel destination.
As part of the campaign, the TikTok LIVE Diary Room will offer behind-the-scenes content and creator insights, hosted in TikTok’s studios.
Nick Seymour, co-founder of Komodo, explained that the tourism industry has been heavily disrupted, and traditional advertising no longer engages modern travelers. “Many consumers now make travel decisions based on what they see online, particularly on social media,” he said. “The Journey integrates influencers, brands like TikTok, Revolut, and Samsonite, and gamified content to connect with audiences in an entertaining way that doesn’t feel like an advertisement.”
Seymour emphasized that The Journey leverages TikTok’s immense power in travel marketing, reshaping strategies and delivering better results through creator partnerships.
Oliver Chong, executive director of STB’s international group & Oceania, expressed excitement about partnering with Komodo for this innovative campaign. “The Journey gives us a fresh way to connect with potential visitors and showcase Singapore’s unique experiences,” Chong said. “By presenting these destinations through the lens of influencers, we can reach new audiences and inspire them to visit.”
Komodo’s long-term goal is to turn The Journey into a comprehensive marketing platform and knowledge center, with interest already building from tourism boards and brands worldwide.
Seymour concluded, “Our goal was to create a platform that delivers real engagement, excitement, and measurable results—such as bookings, engagement rates, and reach—allowing tourism boards and travel brands to clearly track their return on investment.”
