Jay Peak Resort

Brand Campaign

Client: Jay Peak Resort
Services: Concepting, Copywriting

Brand campaigns are the little black dresses of advertising: created to flaunt a brand’s best assets and implemented with an end-goal in mind. I worked with the Origin Design creative team on multiple “little black dress” brand campaigns throughout the years for Vermont’s Jay Peak Resort.

For this campaign in particular, their goal was at the core of brand marketing: build more brand and product awareness in the distinct tone and voice they’re known for.

What resulted was a winter marketing campaign anchored by an illustrated character called the Mountain Man–a personified version of the mountain itself that dished out offhand and unsolicited life wisdom to its visitors, antagonizing them with the voice of common sense.

Introducing the Mountain Man

A double-page ad in key publications at the start of the winter season singlehandedly introduced the Mountain Man while reaffirming the ski resort’s brand values and voice.

On-Resort Posters

Product-focused banners installed throughout the resort were created to showcase the Mountain Man’s take on Jay Peak’s most popular amenities and remind visitors that there’s more to the resort than skiing or snowboarding.

:30 Brand Spot

Representing all of Jay Peak’s against-the-grain traits and blunt tone, the Mountain Man was a carefully crafted antagonist that provoked the lost skill of common sense. That personality was brought to life in a :30 TV spot that aired throughout Eastern US and Canada.