Social Media Agency Launches Gamified Travel Marketing in Singapore Test
Skift Take
Gone are the days of old-school pitch meetings with traditional agencies — tourism marketing has entered the age of storytelling, captivating content, and instant booking options.
Next month, a group of Australian social media creators — who collectively have 34 million followers — will compete in Singapore to solve riddles and complete challenges while promoting the city-state's attractions.
But this won't be just another influencer campaign. It will instead be the debut of a new marketing platform that aims to transform how destinations reach young travelers.
The platform, "The Journey," comes from Australian marketing agency Komodo and aims to cut through social media advertising saturation by turning destination promotion into interactive entertainment.
"We wanted to create a platform to promote and advertise a destination without it seeming like an ad," said Nic
