Impact GPT is an action incubator, accelerating the growth of environmental impact businesses through the power of Gen AI.

As an early-stage venture at the intersection of generative AI and sustainability, Impact GPT required a communications strategy that translates complex innovation into simple, yet compelling narratives, and build trust and credibility in a new and rapidly evolving tech landscape. While customer comms solutions focused on supporting the adoption of Gen AI, driving behaviour change and stakeholder engagement.

• PROFILE BUILDING & THOUGHT LEADERSHIP

• COMMS INTEGRATION INTO LLMs and GEN AI APPLICATIONS

• STAKEHOLDER & CUSTOMER ENGAGEMENT / TRAINING

My Net Zero works with organisations to address employee-related emissions and mobilise the global workforce in personal climate action.

As a start-up in the early stages of growth, key to success was developing and amplifying My Net Zero’s brand storytelling, building trust and credibility, and differentiating in a fast-evolving market with shifting customer demands.

Communications efforts also focused on supporting partners and clients to amplify their environmental impact initiatives—engaging employees and stakeholders, building momentum, driving behaviour change and positioning them as leaders in climate action.

• PROFILE BUILDING & THOUGHT LEADERSHIP

CLIMATE

• COMMS ACROSS PLATFORMS & TECH

Taking place within Australia’s iconic Red Centre, Alice Springs, ‘Parrtjima – A Festival In Light’ is the only authentic Indigenous festival of its kind. The 10-day festival showcases the oldest continuous culture on earth through the latest technology, along with interactive workshops, talks, film, music and dance across two event precincts. The event aims to deepen our understanding of First Nations people, by bringing together the stories, sounds and rhythms of Central Australia, and the Arrernte people.

Copywriting across a fully integrated content and creative plan across owned, earned and paid channels that delivered on the strategic framework – to drive cultural exploration through entertainment and storytelling.

• CLIENT: NORTHERN TERRITORY MAJOR EVENTS COMPANY

FibreconX is a new, dedicated dark fibre network for the future. Utilising their own high performance, purpose-built duct network, combined with an industry-leading customer portal, FibreconX offers a new alternative for Australian businesses looking to solve their needs and challenges of today while simultaneously supporting the growth requirements of tomorrow.

As a start-up in the initial stages of funding and a soft launch to market, key brand communications and storytelling needed to be developed that brought to life Fibreconx’s core brand proposition – Tomorrow’s Network Today – and set them apart from their competitors while also delivering on brand’s core principles: innovative, future-forward, high quality and performance.

BRAND

• TONE OF VOICE

INTERFLORA

As a legacy brand in Australia, and globally, with an older demo, Interflora needed to respect its long history while also evolving the brand to reflect the modern consumer, attract new audiences to drive growth and future proof their business and to create an own able and distinctive brand presence amongst competitors.

Brand storytelling became critical to re-position Interflora from a product and service into a brand built on experiences that consumers could in turn align their own special life moments with.

Copywriting delivered across fully integrated, cross-channel strategies including always-on activity, campaigns and special projects to drive business objectives.

ALWAYS-ON Social

• CONTENT

BRAND PLATFORM &

• MANIFESTO

BRAND

• TONE OF VOICE

CAMPAIGN PLATFORM &

• KEY MESSAGES

'JOIN THE HARVEST'

Programmed –a leading provider of staffing, maintenance and facility management services – needed to recruit harvest workers throughout QLD, NSW, VIC and SA for the 2020/21 harvest season. This seasonal workforce was largely reliant on international backpackers/travellers who, due to Covid-19 travel restrictions – were no longer available at scale. The combination of lockdown fatigue, droughts and bushfires, also removed critical domestic workers (students and grey nomads) as motivations, mindset and purpose significantly shifted.

With more workers needed than ever before, less candidates and significant behaviour change, the campaign required a completely unique approach to the recruitment process. One that delivered a compelling call to action and positioned the harvest not just as a job, but an experience. And an opportunity to support Aussie farmers who have been doing it tougher than ever, and get paid for it!

• CLIENT: PROGRAMMED

'WORKING HOLIDAY MAKER' CAMPAIGN

The NT tourism industry was hit hard by the pandemic. And the lack of Working Holiday Makers created severe workforce shortages across the territory. The job – to increase International tourism in the NT and attract young Brits and Germans ( aged 18-34 years) to come live and work in the NT. As borders (and visas) opened back up, it was time to show Working Holiday Makers just what it meant to “work hard, play hard” in the heart of Australia – the Northern Territory – and bring to life the existing campaign platform through compelling storytelling and one of the most recognisable faces in house music – internationally acclaimed UK DJ Carl Cox.

• CLIENT: TOURISM NT

SCRIPTWRITING

• (TV, RADIO)

BASSINTHEGRASS

BASSINTHEGRASS (BITG) is a music festival in Darwin and a local right-of-passage fighting for its place on the national stage. Primarily showcasing Aussie acts, the event attracts a mostly local, millennial audience. However with capacity increasing exponentially from past years the primary objective was to increase attendance year-on-year by 40%. With low event awareness nationally, we needed to drive awareness/conversion amongst both inter & intra state audiences, in turn, driving economic growth through young interstate travellers.

A 2-year media and creative campaign was developed to bring together both the event and the destination – tapping into the Millennial mindset of adventure seeking, self-validation and rich meaningful (and instagrammable) experiences. Challenging festival goers to push their boundaries and embark on a music festival like no other – the only authentic, fully Aussie experience. A unique adventure that ups the experience beyond the festival gates, creating the most shareable event of their social calendar.

BRAND

• TONE OF VOICE

BLOG

• ARTICLES

• CLIENT: NORTHERN TERRITORY MAJOR EVENTS COMPANY

(e) kelliejholt@gmail.com

(m) +61 478 454 435