Husky Energy is hoping to discover the next Ross Rebagliati.

This month, some 42,000 Grade 2 students at 1,000 schools in Alberta will be invited to participate in Husky’s Snow Stars program. It’s all part of the Calgary-based company’s pioneering effort to introduce young children to the exhilaration of snowboarding and skiing and, ideally, contribute to the next generation of Olympic hopefuls. Coming at a time when childhood obesity is at an all-time high, the program also offers hefty PR value.

‘It’s really a feel-good initiative,’ explains Diane Burse, account manager for Husky at Highwood Communications in Calgary. ‘It’s about giving something back to the community, and the ski moms who travel to drop their kids off at the hills, as well as being an advocate for healthy living.’

Developed in concert with the Resorts of the Canadian Rockies, Alpine Canada Alpin and the Calgary Olympic Development Association, the Husky Snow Stars Grade 2 FunPass is valued at $426 and gives children access to some of the best ski resorts in Alberta and British Columbia for the 2003/04 ski season.

‘The Husky program will be the most important skiing growth initiative for Canada in 20 years,’ declares Matt Mosteller, senior director of business development for Calgary-based Resorts of the Canadian Rockies (RCR). ‘Children are our most important asset, as well as the future of the industry.’

Mosteller says that research shows that if children get hooked on a healthy pursuit early in life, they are more likely to commit to sport participation throughout their adult lives. Grade 2 students are also at the perfect age to learn to ski because both their intellectual and motor skills are well enough developed to master new talents, he adds.

The Husky Snow Stars sponsorship is an extension of an earlier initiative first introduced in Alberta. Aimed at Grade 5 students, the program now gives students three day passes at ski resorts across Quebec, Ontario, Alberta and B.C. Last year, there were 30,500 applicants and 127,600 ski visits by SnowPass holders – a 21% increase over the previous year.

Burse says that not only does this year’s new program bolster the company’s profile as a good corporate citizen, it also supports the company’s retailer network.

The sponsorship program will be touted in the province’s schools as well as at over 200 Husky gas and convenience stores across Alberta. It will launch in early November and be supported with a broad-based promotion through newspapers such as the Calgary Herald, JACK FM radio and on Global TV, among other media outlets.

In return for its sponsorship dollars, the company will boost its profile through a number of branded initiatives. For example, Husky Snow Stars banners will be festooned throughout the RCR’s resorts in Alberta and B.C. As well, the company’s logo will be emblazoned on Snow Stars bibs, parent guides, coaches’ guides, athlete report cards and videos.

The program will allow Husky to begin to build a psychographic and demographic profile of its customer base. When parents fill out registration forms, they will be asked if they can be contacted in the future about Husky initiatives, Burse adds.

The sponsorship program is also tied to the company’s push to convert consumers to ethanol. Every 30-second radio spot promoting ethanol is tagged with ‘Proud sponsor of the Canadian Alpine Ski Team.’

The Husky FunPass includes three complimentary days of skiing or snowboarding at Canada Olympic Park in Calgary and an RCR Super Pass, allowing Grade 2 students a free season’s pass at Lake Louise, Fernie, Kimberley, Nakiska and Fortress resorts.