Small wonder CanWest MediaWorks has ratcheted up the oomph of Dose.ca, given that online visitors have climbed since its print sibling folded a few months ago – reaching a peak of 220,000 unique visitors in July, according to Comscore MediaMetrix. Obviously, the strategy of shifting the focus of its youth-oriented Dose brand to the online and mobile arena is paying off.

Included in the do-over are a new look and feel for Dose.ca‘s homepage and better navigation, along with an edgy entertainment spin and greater focus on celebrities through image-driven content and exclusive interviews. New interactive features include a media player, easy-to-access RSS feeds and news powered by canada.com plus CanWest daily metro newspapers from across the country.

Dose.ca is introducing new sections and content including: ‘Famous Feedback,’ a collection of celebrity quotes; ‘Celebrity Slag,’ a weekly look at celebrities at their best; ‘Just Announced,’ a listing of newly announced events; and coming soon is ‘Video Blog,’ a daily streaming video of entertainment updates.

The marketing campaign for Dose.ca, launched this week, kicked off with a medical bracelet cover wrap on the September issue of Vice magazine and a reference to the slogan ‘What didn’t kill us, made us stronger.’ Included are ads in movie theatres and bars across Canada as well as radio spots and full-colour print ads in Toronto, Ottawa, Calgary, Edmonton, Vancouver and Montreal. Upcoming are more promotions and new features focused on celebrities, nightlife and a new roster of lifestyle brands.