Three Cities, One Story: East Coast USA Captures Australia’s Attention on the TODAY Show

peri861
Aug 1, 2023
1 min read

Updated: Nov 6, 2025

Brief

Client - East Coast USA

Campaign - TODAY Show CEO Challenge

Target Audience - Australian consumers

Partners - Washington, DC, Boston, Philadelphia and Delta Air Lines

Activation Date - August 2023

To increase awareness and drive visitation to Washington, DC; Boston; and Philadelphia from Australia and New Zealand through an integrated media activation.

Idea

Washington, DC collaborated with Boston and Philadelphia for the East Coast USA Roadshow, combining destination leadership (CEOs) and a high-impact media partnership with Australia’s national breakfast television program, the TODAY Show.

Activation Highlights

Broadcast Partnership: Engaged the TODAY Show weather host Tim Davies in a series of pre-recorded “CEO Challenges,” filmed in Sydney during the trade/media event at Circular Quay with links to iconic East Coast USA experiences, including:

o Run the Barangaroo stairs (inspired by Philadelphia’s Rocky Steps)

o Catch a baseball pitch (evoking the Boston Red Sox)

o Recreate DC’s signature cocktail, the Gin Rickey, with an Aussie twist

Live Broadcast: Challenges aired during the TODAY Show’s weather segments on 14 August 2023 (see clips HERE)

On-Ground Activation: Tim Davies then traveled to the East Coast and broadcast live weather segments for a week from Washington, DC, Boston, and Philadelphia, showcasing these key visitor experiences in each city firsthand. Flights were also provided by Delta Air Lines as part of an airline partnership (see clip HERE)