It's not an unusual idea to come up with an advertising campaign so outrageous it ends up generating more coverage for your product than the advert ever would, but for a ski resort in PC-conscious America, it is certainly a first.

Breckenridge is the resort in question. Recently voted 10th best resort in North America, this campaign to pull in the younger market, features in new school ski mags like Freeze and Axis.

Apparently in Breckenridge, “The hill may dominate you. But the town will still be your bitch.”

"We don't get out of bed thinking about how to offend people"

By Wednesday, Breck CEO Roger McCarthy was backtracking. "The last thing we want to do is offend people. If we have, I apologize," McCarthy told the Summit Daily News.

McCarthy remained casually circumspect however: "If you were offended, then the ad was not meant for your eyes."

Later he admitted that it had gone pretty well overall. "The column inches we have gotten out of this are unbelievable, but that is not what we set out to do," McCarthy said. "We don't get out of bed thinking about how to offend people."

We can only suppose it just happens later in the day. :-)

== STOP PRESS ==

News just in is that in response to the controversy caused Breckenridge has decided to scrap the whole advertising campaign.

"Sometimes, when companies make mistakes, the best thing to do is just admit the mistake and move on," said Roger McCarthy.

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