BRIEF COMPETITION OVERVIEW
Work completed after January 1, 2010 to work completed through the date of entry will be eligible for entry in the 2012 competition. Entries submitted in prior years may be resubmitted if the results of the campaign have changed significantly, or if additional elements have been added to the piece or program after January 1, 2010.
All entries are submitted online. Each entry must include a completed Statement of Communication, including information on marketing objectives, target audience, research and planning, message, results, and budget. Supporting materials can be uploaded in a variety of electronic formats. To avoid entry problems, review file format and size requirements in advance.
Entries may be submitted by travel industry organizations, advertising agencies, public relations firms, or any other type of communications professional; but entries must be submitted in the name of the organization for which the work was performed. The services of a public relations firm, advertising agency, or other promotional service may be used in the preparation and assembly of all entries.
All entries are eligible to win at the Gold, Silver and Bronze levels. Platinum and Best of Show winners are selected from the Gold winning entries.
Gold winners in select categories will also be eligible to win the following specialty awards presented by our Benefactors and event partners.
The American Express Loyalty Award
The American Express Loyalty Award is presented to the loyalty program that demonstrates creativity for the loyalty concept, clarity of outreach and sustainability of the loyalty concept beyond an advertised campaign. The American Express Loyalty Award winner will be selected from the Adrian Award entries in the Loyalty Program categories.
HSMAI and National Geographic Leader in Sustainable Tourism Award
Presented in conjunction with National Geographic Traveler, the Leader in Sustainable Tourism award recognizes a person, company, or community for demonstrable leadership and innovation in preserving and communicating an authentic sense of place through a wisely managed tourism program. Nominees are judged by how their efforts preserved the environmental, cultural, and historic integrity of a destination, and how the program demonstrated leadership, innovation and accomplished its goals
The 'World Is Your Oyster' Award
The ‘World is Your Oyster’ Award is presented by Oyster.com, recognizing the hotel or destination marketing program that best utilizes rich media to inspire travelers with authentic depictions of their unique beauty, personality, style or culture. Entrants will be judged on the visual representation of a destination or resort communicated through print and/or web marketing programs. All applicants in advertising and digital marketing with a focus on consumers and containing a visual component will be considered. The three finalists of the ‘World is Your Oyster’ award will be visited and reviewed by the Oyster.com editorial team and have full coverage on Oyster.com's platform to ensure the authenticity and accuracy in communication to the consumer market through marketing efforts. The winner of the 'World Is Your Oyster' award will subsequently be featured on the homepage of Oyster.com and promoted to Oyster.com's email list.
TravelClick eMarketer of the YearPresented by TravelClick, the leader in hotel ecommerce solutions, this award recognizes the best integrated eMarketing program in the hotel industry. Contenders will be judged on the strength of their web presence and booking performance driven by world-class online marketing, including website design, organic and paid search, and emerging online strategies such as channel extension and community development. The winner of the eMarketer of the Year Award demonstrates superior ability to attract and convert guests through the most effective channel, the web.
