Project Description

Iditarod and Yukon Quest sled dog racing veterans Michelle Phillips and Ed Hopkins of Tagish Lake Kennel wanted to increase their fan base and attract additional sponsors. They needed to establish their identity and brand.

Ground Effect Media orchestrated a full social media campaign and an overhaul of Tagish Lake Kennel’s online presence. Ground Effect Media designed and built a website that suggests speed and identifies these highly successful mushers as winners. The site ties into the social media platform that Ground Effect Media established for them which allows fans to follow Michelle Phillips and Ed Hopkins in almost real-time during races. The importance of Tagish Lake Kennel’s sponsors is emphasized throughout the website.

Results were almost immediate. Tagish Lake Kennel experienced a surge in fans and gained new sponsors.

“It’s amazing the difference Ground Effect Media has made for us. Our fans are thrilled and our sponsors couldn’t be happier.”
Michelle Phillips, Tagish Lake Kennel