After POWDR Corp purchased Colorado’s Copper Mountain from Intrawest, the ski resort started a challenging rebranding process in order to "contemporize" the brand. The exercise encompassed everything from the website to business cards, powerpoint templates to trail maps. In February 2010 Copper Mountain launched the "Swingers" campaign to boost the resort’s sex appeal. The aggressive campaign consisted TV, posters, OOH, direct mail and Craiglist postings. While the economy and the competitor ski resorts were down, Copper Mountain sales went up following the rebrand.
End Mountain Monogamy and Come Get Some! "There's no question of loyalty here. It's just a day riding a mountain with easier access, free parking and fewer crowds. Any season pass holder worldwide: Sneak over to Copper Mountain for a day and pick up the Swinger's Pass for the easy price of $39! Get to Guest Services or to the Ticket Windows of Copper Mountain to purchase this sexy deal".