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Tuesday, May 28, 2024

SCA Launches Community Events Guide on Smart Speakers

SCA has launched The Locals’ Guide, an Australian-first, interactive, voice activated guide accessible through smart speakers for community events.

By simply asking a smart speaker or smart assistants on phones to open The Locals’ Guide, users will be offered a curation of events, family activities, sporting matches and markets in their area. The Locals’ Guide is available via Alexa, Google Assistant, Sonos and Android Auto.

Users of The Locals’ Guide voice skill also have the option to instantly receive an email with a direct link to the showcased event they are interested in or to continue learning about other events.

The Locals’ Guide was created and built in Brisbane by SCA Head of News and Current Affairs, Natasha Jobson, and SCA Head of The Studio Brisbane, Jeanna Manifold. While neither has an extensive background in tech, their experience in news, content, integration and commercialisation was key to creating this innovative solution.

“We are seeing growing engagement with SCA’s local news content across the smart speaker ecosystem with 776,000 interactions in 2020, an increase of 25% year on year. As a leader in voice technology, The Locals’ Guide is a natural extension to our existing news and event coverage across our 99 metro and regional markets,” Jobson said.

Initially available in Brisbane as a trial market, The Locals’ Guide has since rolled out to the Gold Coast and the Sunshine Coast as well as Far North Queensland, Townsville, Mackay and The Whitsundays, Wide Bay Burnett, Darling Downs and Central Queensland.

Tourism Events Queensland has partnered with SCA in Queensland on The Locals’ Guide to promote a series of “Good to Go” events across the state.

“Voice technology is gaining traction in Australia, however the cost of entry has been prohibitive until now. The Locals’ Guide offers advertisers an affordable entry point into the world of smart speakers without the need to develop their own platform,” Manifold said. “We are thrilled that Tourism and Events Queensland has partnered with us to kick off what will become the go-to events guide around Australia.”

SCA has collaborated with voice tech company TalkVia to develop the skill and Amazon’s Alexa has worked closely with the team behind The Locals’ Guide to bring it to life. This includes a co-marketing campaign and the development of a “one-shot” which allows users to access the content by simply saying “Alexa, what’s happening in Brisbane?”

The Locals’ Guide will provide regular information on Featured Events, Kids Activities, and Markets, with special interest pillars around seasonal events like local festivals, key retail periods, school holidays and grand finals.

The Locals’ Guide will be promoted across SCA’s Hit and Triple M networks, large format out-of-home and via a co-marketing campaign with Amazon.

To hear the skill in action, simply say “Alexa, what’s happening in Brisbane?” or “Hey Google, ask The Locals’ Guide?” or visit 

The Locals Guide is also available as a podcast across 10 locations on SCA’s LiSTNR app.


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