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Escaping the Peanut Butter and Jelly Crowd

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.

Elevating a Verb

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.  

Inventing a Better Way to Mountain

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. 

“The quality of CO-OP’s creativity and their strong execution is apparent in the artifact of the products of our endeavor.  The measure however in my mind was never the pretty pictures but the delivery of a coherent consumer experience of the new Canyons brand in all its dimensions. The achievement of this objective was emphatically confirmed when Ski Magazine and Outdoor Magazine rated Canyons the top 4 and top 10 Mountain experiences in North America”

Paul Boardman, Former CMO Canyons

How We Made
Canyons
Work

Brand Strategy
Naming
Visual Identity
Verbal Identity
Marketing Strategy
Brand Campaigns
Innovation
Website Strategy & Design
Print & Collateral
Video and Events
Signage & Wayfinding

22%

revenue increase post launch

138000

web hits in five weeks post launch

Top4

mountain experience in North America, rated by SKI magazine

50

year operating agreement with Vail Resorts

CO OPerate With Us.