Tourism Whitsundays is putting a unique spin on media executions as part of the newly launched ‘Wonders of the Whitsundays’ campaign, featuring Siri on the big screen, ASMR, and hyper-contextual audio ads.
The new campaign was created by Wavemaker, and includes a cinema TOYP 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, the 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.
Additionally, 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 monthly national promotion gives a lucky reader the chance to win an all-expenses paid trip to the Whitsundays to experience the window view IRL.
Furthermore, 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.
The campaign is capped off by a dynamic audio component on Spotify, serving hyper-contextual audio to users in Sydney, Melbourne and Brisbane based on the time of day, experience and location in real time.
“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,” said client partner at Wavemaker, Tim Harper-Russell.
“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 CEO, Rick Hamilton said the “Wonders of The Whitsundays” campaign continued 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,” he said.
“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.”
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’
