A group of Australian social media creators with 34 million followers will compete in Singapore under a new marketing initiative called "The Journey". Developed by Komodo, the platform seeks to change how destinations market to young travelers by offering interactive entertainment instead of standard advertisements. The campaign, supported by the Singapore Tourism Board and various partners like TikTok and Revolut, emphasizes the shift in how Millennials and Gen Z seek travel information, with plans to integrate booking options and geo-tracking for better measurement of impact.
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 Nick Seymour, co-founder of Komodo, in an interview with Skift.
When it comes to their next holiday or adventure, Millennials and Gen Z are turning to social platforms for research and recommendations rather than traditional platforms like Google," Seymour said.
Komodo plans to add booking capabilities through partners such as Expedia and Skyscanner. The company also intends to implement geo-tracking to measure actual visits resulting from campaigns.
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