The Northern Territory is a desirable location to travel to. But harsh weather perceptions make driving visitation in the off-season difficult, especially when the rest of Australia is in peak summer. We needed to promote the off season in a disruptive and different way.

Naming Abbie Chatfield as our Chief Sensory Officer for summer, her unique tone of voice helped launch an Australian-first, a ChatGPT fueled conversational tool to plan your NT trip – CHAT NT.

ChatNT is TourismNT’s most successful integrated PR campaign ever, exceeding all KPIs, landing headlines and social success, and delivering +24% YOY tourist numbers.