Visit Utah "Stay PAWSITIVE" Event

---

Brief

Client - The Utah Office of Tourism

Campaign - Stay "PAWSITIVE" Virtual Event

Target Audience - Canadian Market

Activation Date - 10 June 2021

With ongoing travel restrictions and increasing virtual fatigue in the Canadian market, it was essential to find a fresh and engaging approach to maintain destination awareness and media interest. The goal was to create a virtual event that stood out in a crowded digital space and sustained strong engagement despite the challenges of the pandemic landscape.

---

Idea

As this past year has been a Ruff one!  Our theme for STAY PAWSITIVE was inspired by our four-legged friends who have helped many of us get through this time – keeping us company while we have stayed at home, encouraging us to get outdoors for walks and even if we don’t have a furry friend, someone we know has adopted a pet during the pandemic.

We were joined by special guests from Utah: Marguerite Van Komen and Frankie who work as a ski patroller and avalanche rescue dog in one of Utah’s 15 Ski Resorts as well as Judah Battist and one of his BFFs from Best Friends Animal sanctuary – North Americans largest no-kill Animal Shelter.  The event was coordinated and MC’ed by Canuckiwi media director Heather McGillivray and Canadian media relations expert Haley Rogers from the Utah Office of Tourism.

They were joined by 15 Canadian media, who were sent event themed gift packs and treats for their furry friends in advance of the day.  These furry friends also joined along in the event as they met Frankie and the friends at Best Friends Animal Sanctuary for Q&A sessions. 

Our team then followed up with Pet Themed Utah Itineraries as travelling with loved ones is so simple in Utah.

The event recording can be found here

---