ChatNT
Tourism NT
Brand | Digital | Influencer Marketing
When Australians decide where to spend their summer holidays, the Northern Territory often slips under the radar, with concerns of its tropical wet weather.
Instead of shying away from this, we embraced it. We leveraged one of the biggest trends of 2023, AI and ChatGPT, to create a campaign that combined NT's unique charm with the cutting-edge technology of AI to craft an experience that redefined summer travel in the NT.
THE CHALLENGE
The primary challenge was overcoming the widespread belief that NT's summer is undesirable for travel due to the rainy season, and instead positioning it as the perfect time to visit.
THE STRATEGY
We wanted to show Australians that the 'low season' in Summer, was the perfect time to visit. Less crowds, affordable deals, and a summer experience like no other in the country.
With the buzz around ChatGPT and the potential of AI at an all time high, we launched our own branded AI travel planning tool - ChatNT, powered by GPT-3.5 technology.
Leveraging the star power of Abbie Chatfield as our Chief Sensory Officer, ChatNT engaged users by offering travel advice in Abbie's voice, showcasing how NT's summer is different in every sense.
THE EXECUTION
The campaign integrated cutting-edge AI technology, engaging talent, and a robust social media strategy to amplify reach. Key tactics included launching ChatNT on a dedicated landing page, using Abbie Chatfield's persona across digital platforms and securing significant earned media coverage.
213
Pieces of coverage
123M
Cumulative reach
45%
Increase in followers of @NTAustralia on Instagram
THE OUTCOME
ChatNT generated more than 1000 conversations within the first 72 hours and contributed to a 72% increase in time spent on the campaign webpage. Over the four months, the campaign secured 213 pieces of coverage, reaching a cumulative audience of 123 million with exceptionally strong sentiment and retention.
It also achieved significant broadcast success, with key coverage in leading outlets including Stellar Magazine, News.com.au, The Project, as well as a slew of travel, lifestyle and tech coverage.
AWARDS
GOLD - Best Use of Virtual Platforms - B2C
GOLD - Best Influencer Program Endorsed (Paid)
SILVER - Experiential PR
Shortlisted - Best Social Media or Digitally Led Campaign
Shortlisted - Media Relations: Product (Consumer Media)
Shortlisted - Digital and Social Media: Influencer Marketing
Shortlisted - Non-Corporate: Government Agencies
Shortlisted - Superior Achievement in Brand Building
Certificate of Excellence - Brand Digital Platform
Certificate of Excellence - Digital Video