Canyons Resort was one of three alpine ski resorts in Park City, Utah. When Talisker Corporation acquired Canyons from the American Skiing Co., they invested $100 million in improvements. They turned to CO OP with aspirations to transform Utah’s largest ski resort from a local attraction to a “must visit” destination for skiers and snowboarders from around the country.
To change the perception of the mountain, we first needed to connect with a true audience that would inspire and become its ambassador. Our marketing broke the norms. We challenged everyone from staff to adventurers to showcase that they were true mountain people, transforming “Mountain” into a verb to make it a badge of honor, and at the same time challenging the biggest mountain resorts – Vail and Aspen.
Our simple contest question ‘How do you Mountain?’ rewarded us with a winner that was a real hero. Andy Campbell stood for everything a mountain should be, and nothing it shouldn’t be. And that’s the story of our Canyons rebrand. One big idea, ‘A Better Way to Mountain’, captured the imagination of new urban explorers and adventurous families from all over the globe.
– Paul Boardman, Former CMO Canyons
Website Strategy & Design
Print & Collateral
Video and Events
Signage & Wayfinding
revenue increase post launch
web hits in five weeks post launch
mountain experience in North America, rated by SKI magazine
year operating agreement with Vail Resorts