Singapore Tourism Board
THE JOURNEY: SINGAPOREWe drew attention to The Journey: Singapore and showed Australian and New Zealand travellers what Singapore has to offer by using the fact that this was the world’s first gamified TikTok travel series as a drawcard.
The challengeSingapore Tourism Board (STB) Oceania partnered Komodo to launch The Journey: Singapore – the inaugural season of the world’s first gamified TikTok travel miniseries. The first-of-its-kind concept saw six of Australia’s top content creators hit the streets of Singapore to compete in four wild, hilarious and pressure-raising interactive challenges, with the help of the very followers they hoped to reward with a Singapore holiday of their own.
The SolutionWe used the fact that The Journey: Singapore was the world’s first gamified TikTok travel series as a drawcard to secure extensive media coverage, splitting the PR campaign into two phases: the campaign launch and the reactive pitching during the week the series premiered.
The resultsOur PR campaign achieved a total of 17 pieces of media coverage across consumer and trade media, reaching over 1.74 million people. Coverage highlights included: Mumbrella, Travel Daily, Travel Monitor, Canberra Daily, Inside Tourism and more.
Audience reach1.74M+
People ReachedMedia coverage 17
Broadcast, print & online We highlighted rich and unique experiences made possible only in Singapore.
We highlighted rich and unique experiences made possible only in Singapore.
