High Road Communications is now an official sponsor of the Canadian National Snowboarding Team and has been selected as the public relations agency of record for the Canadian Snowboard Federation (CSF).
The PR firm will work closely with the CSF, to raise the profile of the organization and its athletes leading up to 2010 in Vancouver.
High Road will co-ordinate media meet-and-greets before the season to better acquaint journalists with Canada’s top performing boarders, said Hugh Scholey, vice-president of High Road Communications.
In the past, the CSF found it difficult to build athlete profiles, due to the high number of competitions hosted outside of Canada, said Scholey. The goal is to ensure reporters “have a better sense of what the athletes are like and what they’re doing,” he said.
High Road will also support athletes during various pre-Olympic preparatory events like the 2008-2009 LG World Cup.
As the public relations agency of record for LG, the firm first became acquainted with the CSF during last year’s World Cup. Shortly after the competition, CSF asked High Road if they’d be interested in taking on the business, said Scholey.
“Our organization, like snowboarding itself, is all about passion, energy and creativity,” said Tom McIllfaterick, CEO, CSF, in a statement. “It’s more than a sport, it’s a lifestyle, and High Road has proven that it understands the culture and can work with us to build cutting-edge programs, deliver results and stay true to our roots.”
