Almighty Launches Campaign for Jay Peak

Campaign aimed at driving true skiers to East Coast’s best mountain.

(PRWEB) November 30, 2005 -- Boston-based agency Almighty announced today the launch of its first campaign for Jay Peak Resort.

"Jay Peak is a serious mountain for serious skiers, like myself," said Christopher Smith, Partner, “and the campaign we’ve helped create appeals to people whose mindset, abilities and desire makes them a core skier."

Given the rise in popularity of snow sports, it has become challenging to make a ski resort stand out from the pack as each trumpets their "extensive snowmaking" and "family-friendly" atmosphere. Forsaking both in terms of messaging, the work Almighty has created for Jay Peak re-centers the conversation around the individual skier, and reaffirms the lifestyle. Making Jay Peak a haven for skiers not only in terms of terrain and annual snowfall, but also in kinship.

"We’re aiming for people who think the mountain is more important than the lodge when it comes to choosing a resort," said RJ Evans, Partner. "And on those terms, nothing else can compete with Jay."

To date, pre-season bookings have been up significantly over the previous year. So yeah, we think it’s working.

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