Siri drives bookings to the The Whitsundays

Tourism Whitsundays has reported sales in excess of A$500,000, from a campaign in conjunction with Wavemaker and Southern Cross Austereo (SCA), only three weeks after launching.

The $1 million Wonders of The Whitsundays campaign features a voice famed for limitless knowledge, accuracy and calm – Apple’s Siri. The woman behind the voice, Karen Jacobsen, is a Queenslander, and a Whitsundays local.

Head of creative for The Studio at SCA Brisbane, Tony Byrne, said:  “The campaign had two major objectives: to showcase the accessibility and affordability of the wonders of The Whitsundays through engaging audio creative, following the devastation that COVID-19 has brought to the industry, and to highlight the unique experiences the region offered.

“Being able to work with Karen on an education and promotional campaign for the Whitsundays region brought a level of believability to all the airtime.”

Tourism Whitsundays chief executive officer, Tash Wheeler, added: “Our industry needed a direct tactical approach, and these radio ads using Karen Jacobsen the voice of Siri, are delivering incredible results for an industry that so desperately needs it.”

The Wonders of The Whitsundays campaign will have a staggered rollout, firstly across Queensland and New South Wales, and then as it becomes safe to do so, the campaign will also target residents from Victoria. The campaign  will also include targeted TV advertising, digital displays, out of home activity, content partnerships and social activity.

The campaign has so far resulted in 13,700 quotes for travel and over 430 bookings to the region.


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