The annual ITU World Triathlon Series season opener in Abu Dhabi is the most anticipated triathlon event in the Gulf for amateurs and professionals alike. This year, Yas Island hosted the most inclusive and accessible triathlon in the region to date - reaffirming Abu Dhabi as the sporting capital of the Middle East.
Now in its fourth year, thousands of participants took part across race weekend, including record breaking numbers in the elite field that featured World and Olympic champions. Our PR campaign generated a total of 220 print articles in the region worth USD 1.5 million, and we also set up 14 broadcast features before the event. The campaign reached as many as 500,000 social media users worldwide, pushing World Triathlon Series Abu Dhabi's social media following beyond 25,000.
We also played a key role in driving thousands of spectators to Yas Island for the triathlon to witness an elite field packed with world-class talent as record numbers competed in the event.