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Objective

To maximise the impact of Healthway’s naming-rights sponsorship by embedding the SunSmart message throughout the event experience.

Project

SunSmart Ironman – Naming Rights Sponsorship

Results

Large campaign featuring signage, media, video, merchandise, event activation and clothing

Healthway’s mission is to promote positive health outcomes through strategic sponsorships of arts and sporting events. One of its flagship partnerships was the SunSmart Ironman in Busselton—a globally recognised triathlon attracting thousands of competitors and spectators from Australia and beyond.

Karenna worked closely with the Ironman Australia team to ensure brand alignment across all sponsorship touchpoints. This included logo approvals, on-site branding, media opportunities, and broader event integration.

We developed and delivered a SunSmart Zone at the event—a high-visibility activation space featuring:

  • Large branded marquees
  • Free sunscreen stations
  • Branded merchandise (including oversized sombreros)

A children’s area with face painting and colouring activities

Visibility & Reach

The SunSmart brand was featured across key collateral:

  • Event signage and roadside banners
  • Competitor apparel (swim caps, rash vests)
  • Volunteer and staff uniforms
  • Advertising placements pre- and during the event

Humanising the Message

A powerful human-interest opportunity emerged through one competitor, Neil Hall, who had recently lost his father to skin cancer. Elevate worked with Neil to share his story, positioning him as the event ambassador.

  • Bespoke SunSmart-branded tri gear was created for Neil
  • He spoke at the official media conference alongside elite athletes
  • His story received strong coverage in local and industry media, giving the campaign emotional resonance and reach beyond the event itself

See our work in action

We commissioned professional photo and video content to document the activation, with a highlights reel used for post-event reporting and social media sharing.

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