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Shoup says when approaching the new national initiative discussed at Ski Industry Week (aimed at lapsed and infrequent sliders) it's important not to forget the lessons learned from the failed "SKi It to Believe It" campaign. He also points out it would be wise not to let the bad experience of that campaign get in the way of the new one. David Rowan wrote an accompanying Speak Out entitled, "Ski Marketing Conundrum."