Canadian Snowboard Federation hires High Road
By Adnews Staff
High Road Communications of Toronto has been appointed public relations agency of record for the Vancouver-based Canadian Snowboard Federation. The agency will develop a PR program intended to raise the profile of the organization and its athletes leading up to the 2010 Olympic Games in Vancouver. High Road will also be a sponsor of the Canadian national snowboarding team. "Our organization, like snowboarding itself, is all about passion, energy and creativity," said Tom McIllfaterick, CEO of the federation. "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." The Canadian Snowboard Federation is the national governing body for snowboarding in Canada.