Reflecting on our appreciation and acknowledging our guests and team members, with a look back at our 2018+2019 and 2019+2020 Gratitude Campaign.
For our 2018-2019 and 2019-2020 campaign, we decided to change the way we spoke to our loyal and devoted guests. It was time to move away from pure sell messaging and integrate something meaningful. Given the likelihood of the resort being sold, we considered it important to acknowledge the community of people who helped support and sustain us through a difficult 3 years and stood by us for the past 50. It was time to say Thank You.
At Jay Peak, who we are is a product of who our people are: independent, hard-working, and connected by the things we love. We’re us, because you’re you.
Visually, we turned the camera away from amenities and focused on personalities, using emotional, captivating portraits of guests and team members.
Instead of just talking about Jay Peakers, we wanted our people to be actively involved in our campaign. Bringing this to life meant capturing the personalities of Jay Peak and giving them a platform to share who they were. The first step was to collect their portraits with a call-out on social channels and on-resort, inviting guests to take part in this year’s campaign. We spent several days on-resort with Vermont-based photographer Bear Cieri, capturing the people that make Jay what it is.
The imagery of the campaign became the focal point of more than just advertising, as it took over our display at trade shows and came to life on resort, where we installed an ”exhibit” in the Hotel Jay. The display featured portraits of guests and staff paired with thank you messages, creating a physical display that brought the creative from our landing page into real life.
