Jay Peak Moves Up

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 theme of the effort is “Move up,” and the work—which features portraits of average people not immediately recognizable as avid skiers—will run mainly in winter-sports publications. Spending will be in the mid-six figures.

“Jay Peak is a serious mountain for serious skiers, like myself,” said Christopher Smith, a partner at the independent shop. “The campaign we’ve helped create appeals to people whose mind-set, abilities and desire makes them a core skier.”

Creative directors Chris Smith (copy) and Joe Polevy (art) crafted the campaign.

A quartet of former Euro RSCG 4D employees founded Almighty in March. It has handled projects for SportsMax, Audi, Puma, Staples and Boston-based Walden Media, which is teaming with Walt Disney to release The Chronicles of Narnia: The Lion, the Witch and the Wardrobe. Almighty revamped Walden’s Web site.

—Adweek staff report