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OUR WORK

UTAH #TakesNote

BRIEF

Client: Utah Office of Tourism
Campaign: #TakeNote Media Event & Consumer Promotion
Target Audience: Canadian travel media and consumers


Canada is Utah’s largest international market, making it a priority for continued awareness-building, lead generation, and relationship development. To maintain momentum and stand out in a competitive landscape, the Utah Office of Tourism (UOT), supported by Canuckiwi, delivered a high-impact media and consumer activation in Toronto leveraging the NBA 2019–20 season.


The activation centred around the Toronto Raptors vs. Utah Jazz game on 1 December 2019, using sport, culture, and storytelling to position Utah in a highly relevant and engaging environment.

UTAH #TakesNote – Media & Consumer Activation

IDEA

UOT purchased a private box suite to host Toronto’s top travel media, creating an exclusive setting to share Utah travel stories while capitalising on the built-in excitement of the NBA matchup.


The Utah Jazz official hashtag #TakeNote was cleverly repurposed as a journalistic call-to-action, reinforcing Utah as a destination “worth noting.” Media guests received Utah-branded notebooks and were entered into a prize draw to win a trip to Utah, including tickets to the Toronto Raptors vs. Utah Jazz game in Salt Lake City.


To extend reach beyond media, Canuckiwi negotiated a large-scale consumer promotion with MLSE Sports, the official agency of the Toronto Raptors, delivering extensive in-stadium and broadcast exposure on game day.

RESULTS

  • 22 Canadian travel media hosted in a private box suite

  • Strong media engagement through a sports-led storytelling concept

  • Prize trip to Utah awarded to one attending journalist

  • Game-day consumer activation reaching 18,132 attendees in-arena

  • Extensive in-stadium exposure including:

    • 15-second TVCs on main videoboard (pre-game & halftime)

    • 15-second brand spots on concourse, suite, and gate signage

    • “Air Race to Utah” interactive crowd game during a TV timeout

  • Additional USD $20,000 in TVC value delivered via NBA TV Canada

  • Reinforced Canada’s position as Utah’s most important international market

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