Effies
Australia
Chat NT
Agency
Edelman Australia
Client
Northern Territory Tourism
Awards
Finalist
Travel, Leisure & Media
Case Study
Summary
Faced with a long-term summer slump and post-lockdown challenges, Northern Territory Tourism appointed superfan Abbie Chatfield as its 'Chief Sensory Officer'. The campaign's centrepiece was ChatNT, a world-first AI chatbot replicating her personality and tone of voice. This innovative tool allowed her to personally engage with potential visitors, addressing their concerns and transforming negatives—like the rainy season—into positives. The small but mighty campaign proved that a unique strategic partnership and original technology can drive significant tourism recovery and overcome budget limitations.
Case study
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Credits
| Peter Pippen | Head of Strategy | Edelman Australia |
| Meg Andrews | Senior Strategist | Edelman Australia |
| Amber Scotto | Chief Client Officer | Edelman Australia |
| Henry Taylor | Head of Digital and B2B | Edelman Australia |
| Lillian Morrison | Associate Account Director | Edelman Australia |
| Jamil Bhatti | Executive Creative Director | Edelman Australia |
| Guilia Buschmann | Senior Account Manager, Social and Influencer | Edelman Australia |
| Lisa Skupch | Associate Account Director | Edelman Australia |
| Danai Gapare | Senior Account Director, Influencer | Edelman Australia |
| Vaibhav Mehta | Account Executive | Edelman Australia |
| Alicia Teo | Senior Account Executive | Edelman Australia |
| Monika Tonkin | Acting Chief Marketing Officer | Tourism NT |