Industry News 12/10/2007

Jay Peak Partners with Origin for a Quebec-Specific Marketing Campaign

Jay Peak Partners with Origin for a Quebec-Specific Marketing Campaign
 
Understanding that the Quebec market is unique and different from its US markets, Jay Peak has chosen to work with Origin Design + Communications to develop a Quebec-specific marketing campaign. The campaign is centred around a microsite that allows users to share images and comments about their Jay Peak experiences and download a coupon for a $20 discount on lift tickets as well.
 
 “Jay Peak is one of those places that attracts people who are passionate about skiing and snowboarding,” says MJ Legault, President of Origin in Montreal. “I was snowboarding in three feet of their epic powder last season when I said to myself, 'we really need to get this resort as a client!'” The microsite was designed specifically to give Quebecers an opportunity to share with other like-minded skiers and snowboarders in their own language. They can post their powder images and comments about their experience at the resort (which is truly unlike any other in the East!). Beyond the microsite (jay-p.ca), the campaign features a billboard, print ads in vertical magazines, radio, as well as grassroots poster and post card placement.
 
“One of our main goals in working with Origin was to come up with Quebec specific campaign that drew on a few key points we’ve been developing in the US.  Specifically, conveying to our skiers and riders what Jay Peak is all about: lots of snow, great terrain, a backcountry policy that lets you ski and ride anywhere you want and perhaps most importantly, the laid back, unmanufactured vibe that’s difficult to capture but is essential to our brand,” said Steve Wright, vice president of sales and marketing at Jay Peak.  “Origin gets what we’re about and the “Tell me where you ski and I’ll tell you who you are” campaign they’ve developed lets us get the word out about the discount ticket we’re offering but more importantly captures that elusive Jay Peak vibe.”