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"Siri, Take Me To The Wonders Of The Whitsundays"

Global superstar, Siri, is celebrating the wonders of the Whitsundays in a fun and quirky Queensland tourism radio campaign.

Global superstar, Siri, is celebrating the wonders of the Whitsundays in a fun and quirky Queensland tourism radio campaign.

Turns out video didn’t kill the radio star!

Whitsundays sales are soaring after Siri’s dreamy voice took to the sound waves to showcase the Wonders of the Whitsundays in a fun series of Queensland tourism ads, created by SCA Brisbane.

The campaign

Siri Whitsundays

When Tourism Whitsundays and Wavemaker had the idea to use one of the most famous voices in the world to celebrate one of Australia’s most spectacular regions, they turned to SCA to make it happen.

Wonders of The Whitsundays has since been realised via a unique and engaging radio campaign which heroes the voice famed for limitless knowledge, accuracy and calm – Siri.

The voice of Siri is possibly the most recognised in the world, and a little-known fact is that the woman behind this voice, Karen Jacobsen, is a Queenslander, and Whitsundays local.

The idea forged by Tourism Whitsundays and Wavemaker is now a campaign that is now making phones ring and filling beds!

“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 – because she’s the voice of Siri and because she’s a Whitsundays local,” said Tony Byrne, Head of Creative at The Studio at SCA Brisbane, who managed the campaign creative.


“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.”

“We are thrilled with the results we’ve seen so far, with the industry reporting sales in excess of $500,000 directly from the Wonders of The Whitsundays campaign. The campaign has driven 13,700 quotes for travel and over 430 bookings to date.”

Byrne added: “SCA is playing an instrumental role in helping Queensland tourism get back on its feet after COVID-19, and this level of localism, with a very distinct international flavour, delivered a real sense of excitement to listeners.

“According to your health analytics, you’re in desperate need of a holiday”

Siri Whitsundays

The fun, cheeky, and a little bit creepy campaign has four different ads that follow the dialogue between phone users and Siri.

“I’ve noticed you’re spending time online searching world’s most beautiful beaches. Whitehaven Beach in the Whitsundays is consistently voted in the top 10 beaches in the world and it’s only a short direct flight from Brisbane.”


Playing on the ‘rumours’ that Siri is always listening, the radio ads take on different user scenarios – internet search history, a conversation about a cancelled trip to Thailand and health tracking – each one always arriving at the conclusion that we all need a trip to the beautiful white beaches and turquoise waters of the dreamy Queensland islands.

As one of the ads says “it’s like she can see into my soul”.

Pretty much.

Click here to listen to the four Siri Wonders of the Whitsundays Ads.