Toronto-based SheDoestheCity.com, a new website targeting urban women looking for a feisty caffeine-free afternoon diversion, is set to launch officially on December 12 with upcoming sponsors including Mac Cosmetics and Trojan. Billed as the twisted sister of girly websites (by Toronto’s Rock-it Promotions, which is handling the site’s PR), SheDoestheCity.com offers everything from event listings to style advice. Video content and interactive polls are also part of the package.

The site went live in September with grassroots promotions such as magnet handouts at V-Fest and at campuses during Frosh Week, a reading series event with Open Book Toronto and a lot of viral action as women’s photos turn up at the site and get passed around. Founder Jennifer McNeely, who also publishes a bi-weekly personal rant to email subscribers, says the site is now averaging about 10,000 page views per week. The site’s Facebook group has about 650 members.

‘By going on SDTC you are befriending a crew of with diverse interests, hobbies and pastimes that can’t wait to grab you by the elbow, stick a shot of tequila in your hand and whisk you away to explore the city,’ says McNeely. ‘We’re out until 4 am checking out the underground events, the after-hour parties and all the amazing culture, food, drink and art in this city. I’m here to help you find it.’

Marketing opps include banner advertising and product integration with content.