The Whitsundays: Siri-ously in need of a holiday?

Tourism Whitsundays, a tourism board for a region of Australian islands, increased bookings in Australia by launching a series of audio ads featuring a celebrity spokesperson nobody had ever used, or seen, before – Siri.

Campaign details

Brand: The WhitsundaysAgency: Wavemaker AustraliaEntrant Region: APAC

Strategy

Objective

For regional communities that are heavily reliant on tourism, the last two years have been devastating.

With international boarders closed, Australians were looking domestically for their next holiday. As a holiday destination, The Whitsundays enjoys high recognition amongst Australians. But the region is typically considered a "one day" destination – on the wish list, but never at the top.

To stimulate economic recovery, The Wonders of The Whitsundays campaign was devised as a joint marketing initiative led by Tourism Whitsundays, in partnership with Tourism...

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