Tourism Whitsundays tells cinemagoers to put their phones and themselves on airplane mode
Toursim Whitsundays has launched its latest campaign in a new sponsorship of the ‘turn off your phone’ messaging at Palace Cinemas until the end of March. The campaign will invite audiences to put themselves on airplane mode as well, with a trip to the Whitsundays.
The announcement:
Siri on the big screen, the sensory immersion of ASMR videos and hyper-contextual audio ads: Tourism Whitsundays is putting its unique spin on media executions as part of the newly launched ‘Wonders of the Whitsundays’ campaign.
Created by Wavemaker, the campaign includes a cinema T.O.Y.P sponsorship – the familiar ‘turn off your phone’ message screened before a movie begins – across Palace Cinemas nationally until the end of March.
Voiced by Apple’s iconic Siri (or IRL, Karen Jacobsen) – who has escaped from small screens to large – the cinema spot reminds cinemagoers to put their phone on airplane mode, while inviting them to put themselves on airplane mode as well – by taking a trip to the relaxing sights and silence of The Whitsundays.
In addition, a series of three ASMR videos is running across Australia’s largest youth-focused publisher PEDESTRIAN.TV, by way of a bespoke Windows of Wonder hub, with each video giving a priceless window view of a different location in The Whitsundays. A national promotion gives a lucky reader – and their chosen plus one – the chance each month to win an all-expenses paid trip to the Whitsundays to experience the window view IRL.
Also, as part of the PEDESTRIAN.TV partnership, a content series – Wake Up To Wonder – dives deeper into the locations and integrates flight API details to deliver value and a single price point to streamline the booking process.
Tim Harper-Russell, Client Partner at Wavemaker said: “Holidaying in the Whitsundays is a unique, unrivalled experience and we wanted our audience to get as close as they could to seeing what that’s like, without us physically lifting them up and carrying them there. Exploring diverse media options was an important aspect of surprising and enticing people to take the next step and immerse themselves in the beauty of this part of the world.”
Tourism Whitsundays Chief Executive Officer, Rick Hamilton said the Wonders of The Whitsundays campaign continues to grow with exciting new marketing activities capturing audiences previously untapped.
“Utilising SIRI’s instantly recognisable voice with vibrant visuals of the region, viewers will be inspired to book their holiday to The Whitsundays and enjoy all that our destination has to offer.
“Tourism Whitsundays will continue to think outside the box and implement new marketing activations to entice holidaymakers from far and wide to visit The Whitsundays, the Heart of the Great Barrier Reef,” Mr Hamilton said.
Credits
Tourism Whitsundays
Rick Hamilton – CEO
Donna van ‘t Hoff – Marketing Manager
Alyssa Turner – Marketing Coordinator
Wavemaker
Tim Harper-Russell – Client Partner
Lily Nielsen – Client Partner
Sam Chadwick – Associate eCommerce & Digital Director
Dani Davies – Client Manager
Kate Piercy – Performance Manager
Palace Cinemas
Ally Latimer – National Partnership Manager
Val Morgan
Gillian Black – Senior Account Manager
Pedestrian TV
Anna Lawrence – Executive Producer
Simon Knox – Director of Photography
Angelique Voulgaris – Creative Project Manager
Spotify
Ashley Maroun – Sales Manager
Annie Hugo – Group Sales Manager
Karen Jacobsen, the voice of ‘Siri’
Source: Wavemaker media release
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topics
Karen Jacobsen
Palace Cinemas
Pedestrian TV
Rick Hamilton
Tim Harper-Russell
Tourism Whitsundays
Wavemaker
