Copper Mountain Hits Slopes First

Copper Mountain Resort in Colorado ratchets up its mockery of the Hollywood scene at the rival Vail resort in its latest round of ads from Citron Haligman Bedecarrƒ.
The San Francisco agency’s work is Copper Mountain’s last salvo before Vail starts its own national campaign with new agency Goodby, Silverstein & Partners, also in San Francisco.
Citron Haligman’s ads are running in national magazines and airing on regional radio. The agency also created a series of commercials that are running in Colorado movie theaters.
“Our position for Copper Mountain is that it is a place for people who really like to ski. It is very different from Vail,” which is more about glamour and movie stars than skiing, said Kirk Citron, agency principal and creative director.
The client’s tagline remains, “Copper. Where skiers ski.”
Citron said the tone and aggressiveness of Copper Mountain’s anti-Vail stance have not changed since the shop took over the $2 million account more than two years ago. The number of skiers at Copper Mountain has grown an estimated 30 percent in that time, he said.
“Resentment against Vail has been growing, particularly among local skiers,” Citron said. “We have been riding that wave.”
Agency officials said the client is not likely to change its ad message in the wake of Goodby’s national ads for Vail. If anything, they said, the Goodby ads are expected to further clarify the differences between the two resorts.
The theater ads, with their irreverent take on hardcore skiers, are targeted at young adults. Each ad begins with a low-key message in black-and-white type, followed by colorful ski scenes set to loud rock music. One ad states, “You are hopelessly addicted. You go on full-day binges … yes, it’s ski season.”