Travel Marketing Summit: ‘There were some difficult conversations’ – How Abbie Chatfield’s ‘risqué’ content proved to be a hit for Tourism NT

When Australian media personality Abbie Chatfield teamed up with Tourism NT, the move was seen by some as a risk. But the results speak for themselves.

Appearing on stage at last week’s Travel Marketing Summit in Sydney, Tourism NT’s director domestic marketing, Monika Tonkin, and Edelman’s head of digital, Henry Taylor, discussed the partnership that launched late last year – ChatNT, an AI travel expert.

Inspired by ChatGPT, ChatNT used OpenAI’s advanced language processing capabilities to generate accurate ‘Abbie-like’ responses to questions about summer holidaying in the NT.

Tonkin said the team considered Chatfield – who rose to fame on reality show The Bachelor Australia – a “true reflection” of the brand and was a perfect fit for the campaign, but her “risque” content meant that there were some conversations that needed to be had with senior management.