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OUR WORK

City2Surf with Utah

BRIEF

Client: Utah Office of Tourism
Campaign: City2Surf / Ironman Oceania Destination Partnership
Target Audience: Australian consumers and travel trade


Through Canuckiwi, the Utah Office of Tourism secured an exclusive multi-year destination partnership with City2Surf / Ironman Oceania, delivering large-scale exposure to one of Australia’s most engaged consumer audiences.


The Sun-Herald City2Surf, the world’s largest mass participation fun run, attracts more than 89,000 runners, travelling from Sydney’s CBD to Bondi Beach, making it a powerful platform to position Utah as an active, outdoor-focused destination.

Exclusive City2Surf Partnership for Utah

IDEA

The partnership was designed as a multi-faceted consumer and trade activation, embedding Utah throughout the City2Surf ecosystem before, during, and after the event.


Pre- and post-event EDM communications, social media posts, and blog content introduced Utah to the City2Surf audience, while a consumer competition, supported by United Airlines, drove deeper engagement.


On event day, Utah achieved high-impact visibility through on-course branding, messaging, and a major finish-line activation marquee, featuring a social photography mosaic and VIP hosting opportunities for travel trade and media.


The partnership was further integrated into the 2019 Utah Office of Tourism annual sales mission, enabling Utah partners to participate directly in the activation and strengthening relationships with key Australian trade and media stakeholders.

RESULTS

  • Exclusive multi-year destination partnership with City2Surf / Ironman Oceania

  • Exposure to 89,000+ event participants at the world’s largest fun run

  • Extensive pre- and post-event EDM and social media promotion

  • Destination storytelling through blog content and digital features

  • High-visibility on-course branding and finish-line activation

  • Consumer competition supported by United Airlines

  • Integrated VIP hosting for trade and media partners

  • Strong alignment with Utah’s active, outdoor lifestyle positioning

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