JAY PEAK RESORT
WE’RE US, BECAUSE YOU’RE YOU
Role
Lead copywriter
Touchpoints
Campaign messaging, copywriting, storyboarding
Challenge
Jay Peak challenged the Origin team to create an emotive campaign that recognized its fiercely loyal community, reinforcing a sense of pride among those who visit the resort. The kicker? Focus on the people, not the product or terrain.
Solution
As lead copywriter on the Origin creative team, I helped shape the resort’s new narrative through We’re Us, Because You’re You—a gratitude-driven campaign that placed Jay’s loyal guests + locals at the heart of its story, using its witty brand voice to highlight resilience, authenticity + appreciation.
Results
The campaign set the bar (again) for Jay Peak’s marketing, strengthening guest connections + reinforcing that every visitor is deeply valued—so much that it extended into a multi-year campaign.
The things we’re grateful for show up when you do. They’re values like honesty, respect and resilience that follow behind in the tracks you leave. It’s the heart you wear on your sleeve, socks or skin. So thank you for bringing you. Thank you for bringing all of you: your style, your spirit, your grit. They go further than our gratitude ever can. Because without you, there would be no Jay Peak.
