We recently wrapped up the latest issue of the Jay Peak Magazine, a bi-annual publication devoted to all things Jay. In this digital era, print has become somewhat of an afterthought, but when done right, a strong print piece can be extremely engaging. The Jay Peak 2012/13 winter magazine is 80 pages worth of articles that focus on the entire Jay Peak experience and culture without coming off as an over-the-top sales pitch. It’s a part of Jay’s marketing program that Jay Peak brand ambassadors have learned to expect and appreciate. The client (Steve Wright, VP Sales, Marketing & Hospitality) is heavily involved in the development of this piece from the onset and insists on keeping it interesting above all else. An example of this ‘interesting’ content in this issue is the inclusion of marginalia that was pulled from real guests’ feedback after their visit. Comments like “one of the things I didn’t like was having to walk across campus to get a shot glass,” or, “I like everything except the effing Grateful Dead references everywhere”.
While everything has changed in terms of tools, channels and strategies, the fundamentals of brand building remains unchanged. Marketing creates value when a brand builds an emotional relationship with its customer. It’s still all about being the best – and proving it over and over again. An 80 page custom magazine is the perfect tool to do just that.
To get the latest issue mailed to you, ask us nicely at mj@origindesign.ca
