No matter what you do, you'll have fans and you'll have haters.

As I said previously:

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Want cult status? Attract your stans by doubling down on the reasons you have haters.

Here is that concept in action.

A photo of a skier roughly stomach deep in powder barely visible through a powder plume with an overlay of a 1 star review that says "Powder Too Deep. Our idea of a fun morning did not involve getting escorted down by ski patrol after getting stuck mid-run. They should have warned us before we got on the tram about how deep it was going to be!"

It's like Subpar Parks, but the brand is owning the negative reviews.

These 1-star experiences are someone else's dream day on the slopes. This is a brilliant way to attract that group, tout the "benefits," warn those that don't want this kind of experience, and have a little fun all at the same time.

Grail level messaging right here.

A photo from below of a skier mid-air backed by a deep blue sky and a small trail of powder back to the cliff they just launched off overlaid with a 1 star review that says "There are NO Easy Runs. We felt like our lives were in our own hands. Make a wrong turn and you're stuck on a double black diamond. It took us 90 minutes to shimmy down the Peruvian Gulch before we could even find a blue square safe enough to ride."

Read more about this campaign on LinkedIn.