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...

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