Jay Peak Marketing Receives National Recognition

May 24, 2016 (Jay, VT)- Jay Peak Resort’s marketing initiatives have again received national recognition. This time for both its outreach and personnel. In their annual review of marketing campaigns run by resorts throughout the country, the industry-leading Ski Area Management magazine (SAM) gave “Best of” nods to two Jay Peak efforts this season; one digital and one print.

In the digital domain, the resort snagged the SAM-original award for the Best “WE’RE ALL IN THIS TOGETHER” message.

“During one of the warmest starts to a Vermont winter on record, Jay Peak was barely keeping its lifts spinning. But instead of bemoaning its snowless fate, the resort recognized that its community was struggling even more than it was,” noted SAM contributor and award judge Gregg Blanchard.

“For 15 days, the resort highlighted local businesses near the resort that all make Jay vacations unique. Everything from pubs and inns to souvenir shops and doggie day care were featured in a dedicated post shared with all of Jay’s 60,000+ fans on Facebook (daily).”

For one of its more gutsy print efforts, Jay Peak took home the award for the “TASTIEST CROSS PROMOTION” for its partnership with Burlington’s City Market. The recognition came from the pairing’s promotion of two Jay Peak-branded sandwiches that City Market marketed throughout the Champlain Valley region. Every time a customer purchased a Derick’s Hot Shot or Andre’s Paradise, they received an unrestricted coupon for a two-for-one lift ticket purchase.

“As we speed into the noisy ‘post-ad’ world, this sort of tasty cross promo is what will keep its brand front of mind while maintaining pure word of mouth type credibility,” remarked Alex Kaufman, a SAM judge and host of Vermont Public Radio’s Wintry Mix podcast. “And one of the sandwiches was a buffalo chicken, blue cheese, bacon combination (Derick’s Hot Shot). So there’s that.” 

SAM Magazine notes that the categories of its annual accolades vary from year to year and are subjective, but that winners are standouts in the industry.

For its annual SAMMY Leadership Awards, Jay Peak’s General Manager and Chief Marketing Officer Steve Wright, along with three other industry leaders, was named a winner for his clever and effective marketing initiatives throughout a career that spans more than 20 years.

“These four individuals were nominated by their peers, who acknowledged that this quartet embodies the leadership qualities that will help the industry adapt to and flourish in changing times,” said SAM publisher Olivia Rowan.

The award calls out Wright’s work at Jay Peak, which has garnered close to a dozen National Ski Areas Association “Best Of” Marketing awards, in addition to nine WAVE Waterpark marketing awards.

SAM Magazine debuted in the fall of 1962 and has been the leading publication for reporting on resort news and industry trends.

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