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OUR WORK

Visit Utah: “Stay PAWSITIVE” Media Event

“Stay PAWSITIVE” Canadian Media Event

BRIEF

Client: Utah Office of Tourism
Campaign: “Stay PAWSITIVE” Virtual Canadian Media Event
Target Audience: Canadian media


Throughout the COVID-19 pandemic, the Utah Office of Tourism remained committed to the Canadian market, despite border closures and a rapidly shifting media landscape. With virtual events becoming the norm—and Zoom fatigue at an all-time high—it was essential for Canuckiwi to design a media event with a unique angle that would spark interest, encourage attendance, and maintain strong engagement.

IDEA

Held on 10 June 2021, the “Stay PAWSITIVE” virtual media event was built around a theme inspired by the furry companions who helped many of us navigate a challenging year. Whether through companionship at home or motivating daily outdoor walks, pets became an uplifting part of pandemic life—and the perfect hook for an engaging and heartwarming Utah-themed event.


To bring the theme to life, we were joined by two special guests from Utah:

  • Marguerite Van Komen and Frankie, the avalanche rescue dog from one of Utah’s 15 ski resorts

  • Judah Battist and a furry friend from Best Friends Animal Sanctuary, North America’s largest no-kill animal shelter

The event was hosted and coordinated by Canuckiwi Media Director Heather McGillivray and Canadian media relations specialist Haley Rogers from the Utah Office of Tourism.


Fifteen Canadian media attended the event, each receiving a themed gift pack and treats for their own pets ahead of time. Many even brought their furry friends along on-screen during the Q&A with Frankie and the team at Best Friends Animal Sanctuary. Following the event, our team shared bespoke pet-themed Utah itineraries, showcasing how easy and enjoyable it is to travel in Utah with four-legged companions.

RESULTS

  • Successfully engaged 15 Canadian media during a period of high virtual-event fatigue

  • Delivered a distinctive, emotionally resonant theme that increased attendance and interaction

  • Strengthened Utah’s visibility and connection in the Canadian market despite border closures

  • Provided media with pet-friendly Utah content, leading to extended storytelling opportunities

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