Client: Tourism NT
From September, Australia’s Northern Territory faces a decline in tourists due to misconceptions about the heat and wet weather. While this is the low season in the NT, it's peak ‘summer’ for the rest of Australia. We needed to show Australians that the ‘low season’ in summer, was actually the perfect time to visit. We convinced Australia through the help of one of Australia’s most well-known celebrity influencers Abbie Chatfield, she became our ‘Chief Sensory Officer for summer’ communicating how the Territory was different in every sense. To help Abbie, we delivered an Australian first, an AI powered travel expert, Chat NT allowing users to interact with an AI version of Abbie, providing them with customized itineraries, guides, and recommendations all using Abbie's unique tone of voice and favorite phrases, making the AI experience personal and engaging. The campaign worked with increases in NT holiday searches and Australia wide coverage.
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