March 21, 2013 (Canmore, AB) – Cross Country Canada will ski into communities across the country with a one-of-a-kind marketing campaign that showcases the universal appeal of the sport to Canadians of all ages and abilities in an effort to drive participation.

The innovative campaign showcases the many advantages of cross-country skiing by directly targeting other sports with catchy slogans, including:

“The cross-country ski community in Canada lives and breathes the sport’s unique characteristics, but we want the rest of the country to realize how fun, cool and edgy our sport really is,” said Alex Harvey, the two-time World Championship medallist who is featured in one of the ads and whose fan base in Nordic communities around the world rivals some of the world’s hottest rock stars.

“This campaign highlights not just what makes cross-country skiing so great, but that it is accessible for nearly every man, woman and child in the country. We believe the sport of cross-country skiing has finally arrived in Canada, and it is time for the sport to take its place,” added Harvey.

The initiative was created by Brandhealth Communications, an independent marketing agency based in Peterborough, ON that specializes in health and well-being.

“We wanted to give cross-country skiing the ‘cool factor’ that it deserves. Cross-country skiing is unlike any other sport. It’s completely pure. There is something about being in a forest in the middle of winter gliding across the snow that refreshes your body and mind. Are other sports envious of cross-country skiing? We think so,” said Rick Kemp, creative director at Brandhealth.

The campaign has two primary goals: first, it will promote and grow the profile of the sport across Canada, providing messaging and branding that CCC and its 330 member clubs around the country can use to grow membership and participant bases. Second, the campaign will help celebrate and draw attention to the National Ski Team’s journey to the Olympic and Paralympic Winter Games as they travel the globe in search of medals on the FIS and IPC World Cup circuits.

“Feeding off the success of our National Ski Team, there has been increased interest in our sport across Canada – both through public attention and participation on ski trails in all provinces,” said Matthew Jeffries, director of business development, Cross Country Canada. “The more people we expose to the sport, the better the nation’s chances are at finding, fostering and developing Canada’s next Olympic and Paralympic medallists. Working with our member clubs, this unique campaign will play a key role in helping us accomplish our goals.”

The campaign will be rolled out to ski clubs and provincial associations in the coming months through a mix of print, online and social media platforms. CCC- licensed merchandise bearing some of the campaign’s messaging will also be available for purchase through the CCC online store (www.cccski.com) and at select CCC events across the country.

Earlier this year, Cross Country Canada also introduced the organization’s first-ever mascot. Symbolically created to support the sport’s introductory Jackrabbit ski programs, Klister, an oversized Jackrabbit, makes regular appearances at Cross Country Canada events and races across the country in a continued effort to inspire kids to get involved, have fun, and enjoy the sport.

“Cross-country skiing has evolved so much at the elite level to be more spectator-friendly with lots of action and excitement,” said Jefferies. “The sport is exciting and fast and has no boundaries for age or skill. Our goal is to feed that excitement to the grassroots level. You never know what corner of the country Klister may be able to find Canada’s next Olympic or Paralympic champion.”

February 02, 2012 (Canmore, AB) – Cross Country Canada (“CCC”), the National Sport Organization for cross-country skiing in Canada, is currently seeking to fill the position of Marketing Coordinator. The successful candidate will work out of the national office which is located in Canmore, Alberta.

General Responsibilities
The position provides support in the ongoing development and management of the organization’s fundraising efforts, marketing and communications initiatives;

A successful candidate should possess:
– Post secondary education in Sport Administration, Business, Marketing or a combination of related education and experience.
– Excellent computer skills in all Microsoft software programs, graphics software and experience with web site management and web maintenance.
– The ability to work with a high degree of independence in a very fast-paced environment and respond quickly and efficiently to inquiries.
– Excellent time management and organizational skills, as well as ability to manage and prioritize multiple tasks concurrently.
– The ability to work as a team player in a volunteer-based organization.
– The ability to produce polished communication in written and oral form in English (essential) and French (highly desirable).
– Direct experience or a strong understanding of the sport of cross-country skiing (highly desirable).
– Willingness to work some overtime and weekends in the peak seasons.

As a full-time employee, the Marketing Coordinator will be eligible for employee benefits in accordance with CCC’s employee benefits policy. Starting salary will be determined based on qualifications and experience.

Please see below for a detailed job description. Applications should be in the form of a letter of application, with CV and three references, submitted by e-mail to:

Cross Country Canada/Ski de fond Canada
c/o Cathy Sturgeon
Director – Administration and Communication
csturgeon@cccski.com

Deadline to receive applications and references is February 21, 2012.

CCC is an equal opportunity employer. This position is financially supported in part by Sport Canada.

More info HERE.

May 05, 2011 (Munich, Germany) – A group around 20 highly engaged FIS Cross-Country TV experts, commentators, representatives of the international TV rights holder Infront Sports & Media and FIS timing and data partner Swiss Timing, along with staff from both FIS and FIS Marketing AG gathered in Munich (GER) on Tuesday and Wednesday, 3rd – 4th May, to review the FIS Cross-Country World Cup season from the perspective of TV production. The focus was on further improvements for the upcoming season with special attention being paid to TV production of the different competition formats, the World Cup calendar and integration of the TV experts.

Additional discussions points included general feedback from past season, inputs on various items of carrying out a Cross-Country competition from the television perspective including the use of TV graphics, running order, Tour de Ski winner presentation and international flash interview as well as a news clip service.

“There were many interesting discussions and exchanges of experience. I’m always amazed about the great enthusiasm that our TV Cross-Country experts bring to support us with their ideas and help develop our sport. After the successful implementation of the Broadcasting Manual two years ago, I am happy that we continue to follow up and work on increasing the quality of TV production, which is definitely a key area to help grow the interest in our sport,” commented Vegard Ulvang, Chairman of the FIS Cross-Country Committee.

January 12, 2011 (Wilmington, MA) – SWIX SPORT, a worldwide brand leader in winter sports products, has recently appointed Jeffrey Lee as Director of Merchandising, Sales and Marketing for the company’s Textile Division.

Lee, who has held senior management positions with several major sporting goods brands including VP of Sales and Marketing for The Grandoe Corporation, brings over 25 years experience in sporting goods textile manufacturing, sales and marketing to SWIX SPORT. In his new role at SWIX, Lee will oversee all growth initiatives and textile business development throughout all categories including Techwear, Hats, Alpine Gloves, Nordic Gloves, Gear/Bags, and Ski Straps.

“This is both an honor and a wonderful opportunity to join such a thriving organization as SWIX, ” says Lee. “Our visionary strategies going forward will continue to provide the snow sports enthusiast with product and services that mirrors the leadership qualities of SWIX as a core, action sports, lifestyle brand and we’re very excited about our new collections for 2011/2012.”

“Jeff brings a multi-dimensional platform of product, sales and marketing expertise to our organization that fits perfectly within our strategic growth initiatives” says Steven Poulin, CEO of SWIX SPORT USA. “Jeff understands our industry, understands what our customers needs are, and is able to fulfill that need with a dynamic presence that will become a major contributing factor to the expansion of our textile division.”

The SWIX Softgoods collection of hats, bags, gloves, apparel, and ski straps will be shown at NBS and SSL/SMC buying group shows, Outdoor Retailer, and SIA, as well as all regional rep shows throughout 2011.