How We Turned a Construction Contract into Headlines: The Copper Peak Story

Look, we don’t play favorites with our clients, but if we did… Copper Peak would be right up there. And not just because they’re working to bring the world’s largest ski jump back to life in Michigan’s Upper Peninsula (though that’s pretty cool). We’ve worked with them on their website, social media, and PR efforts. We’ve watched them tirelessly work toward their goal of revitalizing the famous ski jump for years, so when we got the news that things were moving forward, we vicariously lived through their win.  

The Challenge: Two Weeks to Change the Narrative

When Copper Peak rang us up with big news and a two-week deadline, we didn’t hesitate to set up the project. They’d secured a massive state grant the previous year, but things had gone a little too quiet. The public was starting to wonder if this dream of revitalizing an iconic ski jump was losing momentum. 

Spoiler alert: It wasn’t. But perception is the reality in this business, and we’d been eager to flip the narrative as soon as we got the green light. 

Why This Mattered

While the ski jump itself is a big deal, we had to be sure we told the story of the ripple effects. This was a story about:

• A $20 million investment in Michigan’s Upper Peninsula
• A volunteer-led initiative that refused to give up
• The potential for $199 million in visitor spending over five years
• Putting Michigan on the global winter sports map

Locals are heavily invested in the project, of course, but we wanted to make sure that Michiganders saw what it meant for the state and ski flying enthusiasts became more familiar with Copper Peak’s name. 

Our Approach: Cut the Fluff, Maximize Impact

We assessed the situation and crafted a focused strategy that would hit hard and fast:

• A killer press release that acknowledged the timeline delay head-on (because bs-ing helps no one)
• Targeted media contacts who would care about the story
• Custom pitches that made journalists’ jobs easier
• Social media content that got people excited again

The key? Balancing transparency about the delays with the genuine excitement of this milestone. Because, yes, things took longer than expected – welcome to major construction projects in the post-pandemic world. 

The Results: Numbers Don’t Lie

In just two weeks, we:

• Landed 9 pieces of earned media (and not just tiny mentions)
• Generated over 35,000 views
• Secured coverage in outlets like MLive and the Detroit Free Press
• Got UP and local stations to cover the story 

The Secret Sauce

Want to know what really made this work? Three things:

1. We didn’t try to hide the delays – we owned them
2. We made the story about more than just a construction contract
3. We showed why this matters to actual Michiganders

The Takeaway

Here’s the thing about PR: Sometimes, the biggest wins come from telling a simple story really well. This wasn’t about fancy tactics or revolutionary strategies. It was about taking important news and making people care about it.

And that’s exactly what we did.

This project reminded us why we do what we do. It’s not about the clips or the numbers (though those are nice). It’s about helping organizations like Copper Peak show the world that big things are possible when you refuse to give up – even if it takes a little longer than planned.

Stay tuned, because this is just the beginning. When those first ski jumpers take flight from the renovated Copper Peak, we’ll be there to tell that story too. 

Want to learn how we can turn your next announcement into headlines? Drop us a line. We promise to be just as passionate about your project (even if it doesn’t involve the world’s largest ski jump).