Jay Peak Ski Resort

OOH / Social

“We aren’t for everyone” is a point of pride at Jay Peak Ski Resort. They consistently have the best, most intense skiing conditions you’ll find in the Northeast U.S., and advanced skiers loved them for it. Then in 2010, new owners bought the area and bulldozed the old simple hotel, building a family-friendly four-season resort in its place. Their core audience of adult, advanced skiers wasn’t happy with this, and Jay Peak has struggled to win their favor back ever since. The one part that stayed the same is the mountain itself—the main reason these skiers loved Jay Peak in the first place. This audience just needed to be reminded of it.

Students

Jamie Baden / Bachelor of Fine Arts (BFA)

Sydney Harmon / Bachelor of Fine Arts (BFA)