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The Purification was an effort by Taos Ski Valley, a family-run ski resort in northern New Mexico, to purify skiing, bringing it back to its root… Read More
The Purification was an effort by Taos Ski Valley, a family-run ski resort in northern New Mexico, to purify skiing, bringing it back to its roots and away from the glitz and glam that had taken over so many ski areas. This effort solidified Taos’ position as the home for pure skiers. Read Less
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Taos Ski Valley "The Purification" VRG
The Purification was a integrated guerilla campaign created for Taos Ski Valley. The goal: Encourage Taos' loyalists to share with fellow skiers their mountain – one of the few un-glitzed alpine mountains left in the world.
A mysterious site called ThePurification.org appears bearing an unknown symbol and a clock ticking down. Hidden within the background were eight additional timers. Each would add a clue to the origin and purpose of ThePurification. For example, four clues were geographic coordinates that made a diamond around Taos.
Napkins, Post-it notes and otheritems directing people to thepurification.org were distributed in public areasthroughout the U.S.
Bloggers discoverthepurification.org and are determined to solve the mystery.
A“street prophet” calls for the return of pure skiing. The recording is postedon YouTube.
On November 14, 2006; 11:00 P.M. EST thepurification.org times out to zero. The truth isrevealed.
The day afterthepurification.org countdown a “Loyalist Kit” is sent to frequent Taos skiers.
The morning following thecountdown of the purification.org human statues “ski” in downtown Dallas. Flierswith the Taos Mantra were distributed to passersby.