Employing a new strategic take on the Jay Peak brand that immediately distinguished it in the ski market, Almighty has helped breathe new life into one of the best kept secrets in Northeast skiing. Targeting skiers who believe the mountain is more important than the lodge, and utilizing mediums that reside well outside the industry norm, the campaign has drawn a line in the snow. And so far, it’s delivering unprecedented results, including the best opening day in the resort’s history.