OUR WORK
Visit Utah : Virtual Walking Challenge
BRIEF
Client: Utah Office of Tourism
Campaign: Visit Utah Walker Tracker App & Map-Based Challenge
Target Audience: Travel trade and travel writers across Australia, New Zealand, and Canada
Canuckiwi partnered with the Utah Office of Tourism and Walker Tracker—a health and wellbeing platform—to create an innovative incentive and educational program for the travel trade and media in key international markets. The program invited participants to literally walk their way around Utah through an interactive, map-based virtual challenge. Designed during the pandemic, the initiative provided a healthy, engaging way for industry partners to stay connected to the destination, stay active, and continue learning about Utah’s highlights.
Utah Walker Tracker App & Walking Challenge
IDEA
Using the Walker Tracker app, participants synced steps from their phones or wearables, which translated into progress along a custom-designed Utah route. As walkers hit certain milestones, they unlocked detailed destination information, enabling them to virtually “visit” iconic Utah points of interest—from Salt Lake City to St. George—with 25 milestones along the way.
The program included both individual and team challenges, running for 65 days, and was supported by major airline partners:
Air Canada for the Canada Challenge
Delta Air Lines for the Australia & New Zealand Challenge
Grand prize winners from each market were rewarded with a small-group FAM trip to Utah once borders reopened and travel was safe in 2021.
The challenge not only encouraged wellness and daily movement during pandemic restrictions, but also created a fun and immersive way to learn about Utah’s landscapes, cities, and unique experiences.
RESULTS
Overall Participation:
823 participants across all challenges
More than 320 million steps logged
Program duration: 65 days
Media Impact:
52 articles and stories generated
1.165 million+ audience reach
USD $105,450+ earned media value
Participant Feedback:
"This initiative was really one of the best I have seen in the travel industry during the pandemic. It pushed us to walk every day, and it became addictive because we could travel through Utah virtually. It was a pleasure for the brain—a wonderful escape. Great job!" — Gwendoline Duval, Profession Voyages / Travel Week
