The Globe and Mail is putting its sponsorship dollars to work with a contest to promote its coverage of the 2010 Olympics, marking the first time the paper has allowed readers the opportunity to contribute editorial.

Targeting adults 25 to 44, the ‘Journalism Dream’ contest offers readers a chance to win the opportunity to write about or photograph the Games for the Globe next year. With creative by Naked Creative and media by Gaggi Media, the shot at Olympic glory is being promoted in the paper, its website, third-party websites and 15-second TV and cinema spots.

The contest was designed to hype the Games and to add the ‘voice of an everyday fan’ into the Globe‘s Olympic coverage, Sean Humphrey, director of marketing, Globe and Mail, tells MiC.

‘The program also reinforces our brand stance that the Globe and Mail gives its readers access like nobody else – through unique editorial, through one-of-a-kind experiences such as our recent cruise, and access to events and offers via our recognition loyalty program,’ he adds.

The contest launched this week and runs to Nov. 22. To enter, readers must submit recent stories or photos from sports events they’ve covered and the finalists will be judged and voted on by the public. The two winners, a writer and a photographer, will be chosen by a Globe and Mail panel.

www.globeandmail.com