Quebec beauty company Groupe Marcelle is hoping to generate national support for freestyle skiier Jennifer Heil though a recently launched online campaign “www.cheerforjenn.com.” ¬†Canadians are invited to log on and send the Canadian Olympic hopeful a note of encouragement as she prepares for the Winter Olympic Games in Vancouver this February. “We’ve been supporting Jenn since 2008 and wanted to set this up as a surprise for her,” says Marcelle’s Isabel Picard. ¬†”We wanted to show her how many Canadians are genuinely cheering for her. And we wanted to give her strength and confidence and show her our total support.”
Jennifer is one of Canada’s best hopes for a gold medal and the athlete is already generating big media interest. ¬†Born in Alberta, Jennifer is already a four-time World Cup champion and 2006 gold medalist in freestyle skiing at the Torino Olympics. In fact, Heil is Canada’s first hope for gold as her sport, women’s freestyle skiing, is scheduled as the opening event on the first day of the games.
“At many moments in my career, I have realized just how important encouragement is. For me, it’s a source of motivation that gives me a second wind. I know that there are people behind me who trust and believe in me. I’m very pleased that Groupe Marcelle has given me this opportunity to count on my fans’ support,” says Heil.
Fans that decide to send a video or text message to Heil will automatically be entered to win a day of skiing with Jennifer. ¬†Secondary prizes from Marcelle, Oakley, Hart Skis and Birks will be drawn through March 29, 2010. Birks has even designed a Jenn Heil Collection that is in stores now.
The innovative marketing campaign has already caught the attention of some high-profile celebrities. ¬†Celine Dion, Jean Beliveau, members of A Simple Plan, and David Suzuki have already sent well wishes. The company promises to add more celebrity cheers as the Olympics approach.
Choosing to extend the partnership beyond the Winter Games, Marcelle has signed Heil to be featured on packaging for new Marcelle products designed for athletes and those who spend considerable amounts of time outdoors. Expect to see those items arrive in spring 2010.
by Dave Lackie