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Citron Haligman

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Copper Mountain

Strategy: challenge a leader. 

Positioning Copper against Vail increased skier visits 27% in a year when every other U.S. ski area posted declines.  Skier days topped 1 million for the first time in Copper's history.  As a result of this campaign, Copper became a desirable destination, as well as hot real estate property, and was acquired by IntraWest the following year.

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