Jay Peak Moves Up

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BOSTON Almighty has unveiled its first ad campaign for Vermont’s Jay Peak Resort. Creative stresses the “kinship” between serious skiers who view winter sports as an avocation rather than a pastime.

Given the rise in popularity of snow sports, the Boston-based agency said it was challenging to make a ski resort stand out from the pack.

Almighty steers clear of category staples such as extensive snowmaking and family-friendly atmosphere. Print focuses the conversation on individual skiers, reaffirming their lifestyle in an effort to cast Jay Peak as a haven for hardcore enthusiasts.

The





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