Dose has signed on as the media sponsor for the 11th Annual Telus World Ski & Snowboard Festival in Whistler, B.C. The 10-day fest nets an average of 260,000 visitors and this year runs April 14-23. As part of its sponsorship, the youth rag has built an online destination at dose.ca/whistler, which will air daily video highlights from the fest. A branded Dose Zone on-site will feature a themed living room where riders and artist participants will sign autographs, and visitors can surf the Web and hang out with Dose writers. An eight-page Festival guide is also slated for the April 13 issue of the magazine. Seems the sponsorship is working. According to Dan Sorotschynski, director of marketing, a March-released Flyaway contest (in partnership with MTV) has already garnered 60,000 entries. The contest gives away a chance to attend the Festival, plus related swag and spending money. In addition, the Dose-built microsite has already had 150,000 page views in the last month.
‘Seventy-five percent of the people that go to this event are in our demo,’ says Sorotschynski. ‘This is just another way for us to connect with our readers and get the magazine into their hands. We want to increase their exposure to our brand online, in print and more.’
