Jay Peak Resort and Nancy Illemann Rock of Smugg's honored at Vermont Travel Industry Conference

On behalf of Governor Shumlin, Vermont Tourism Deputy Commissioner Steve Cook awarded Steve Wright and Jay Peak Resort the inaugural SMART Award for Creative Marketing in Tourism at the 31st Annual Vermont Travel Industry Conference at the Equinox Resort & Spa in Manchester. on April 2. The Governor’s SMART Award for Marketing Excellence in Social Media for Arts, Recreation, and Tourism honors a tourism-related business, region, association or special event that has leveraged the Vermont brand through a cohesive marketing strategy.
2014 Vermont Travel Person of the Year award was presented to Nancy Illemann Rock, left, of Smugglers’ Notch Resort presented by Vermont Tourism Commissioner Megan Smith, photos by Carrie McDougall.
Jay Peak Resort’s 2013/14 marketing campaign “Anthem” creates an emotional connection with existing Jay Peak’ers, inspires new guests to discover Jay Peak, and showcases the resort assets with a focus on the experience.
“We were looking to find a way to get our target audience feeling an emotional tug. For us, this meant getting inside the head of a kid and reclaiming that which is important.” Wright said in the SMART Award entry form. “We wanted to connect to whatever energy exists around moments and memories—making them, remembering them, trying hard not to forget them, that sort of thing.”
Steve Cook, left, presents award to Steve Wright of Jay Peak.
In presenting the award, Cook remarked, “Steve Wright is one of the most influential marketers in Vermont. Steve's willingness to be bold and take calculated risks have resulted in some of the most creative hospitality marketing that I have ever seen.”
Honorable mention was given to Mad River Valley Chamber of Commerce for “Almost There”, an unscripted and unrehearsed documentary style short film used as a destination marketing tool which portrays why people "come for the mountains" and ultimately, "stay for the valley."
“Both the Jay Peak Anthem and the Mad River Valley videos capture the spirit of their communities; they address what it means to be - and to be inspired in - these parts of Vermont.” shared 2014 SMART Award judge, Jen Butson, communications director at the Vermont Dept. of Tourism and Marketing. “Drawing on this emotion made for content that is perfectly ripe for social media: those with affinity for these locations or the ideals they aspire to, were compelled to share with their social communities.”
A tradition at the Vermont Travel Industry Conference is the Travel Person of the Year Award. The award recognizes an individual who contributes significantly to Vermont’s travel and tourism industry, enforces the Vermont brand, helps position Vermont as a friendly and fun place to visit, promotes the value of tourism to the state’s economy, and exemplifies what is good within the travel industry and within our local communities.The recipient is nominated by industry peers and selected by a panel of past recipients. The 2014 Vermont Travel Person of the Year award was presented to Nancy Illemann Rock of Smugglers’ Notch Resort.
Vermont Tourism Commissioner Megan Smith presented Illemann Rock with the Travel Person of the Year Award by highlighting her letters of nomination. “Nancy has been a dedicated presence in the Vermont tourism world for over 30 years. Her work as director of marketing for Smugglers’ Notch Resort, as well as her continued support with monitoring other tourism “newbies” and advocacy for partnership to promote the Vermont brand is part of Nancy’s fabric. She is a fixture on many tourism committees including Travel and Recreation Council, Vermont Chamber of Commerce, Vermont Ski Areas Association, Lake Champlain Chamber, Lamoille Regional Chamber, St. Albans Chamber, and our very own, Vermont Travel Industry Conference.”
Illemann Rock graciously accepted the award and was humbled by the recognition from her peers as she received a standing ovation from the crowd.
The Vermont Travel Industry Conference draws one of the largest gatherings of tourism professionals in the state including owners, managers and employees of the many businesses connected to this important segment of the economy. Nearly 300 professionals and students participated in this year’s conference. For more information, visit www.VTIC.org