Welcome to HSMAI's Adrian Awards Winners' Gallery.

HSMAI's Adrian Awards Winners' Gallery is an HSMAI Members Only searchable database of the 2012-2007 Adrian Awards winning entries. As part of HSMAI's ongoing efforts to provide best practices for the hospitality sales and marketing industry the HSMAI Winners' Gallery will let you read the strategies and see the work that delivered top results and top honors. To view winning entries, click on the Search button above.

Digital Marketing - 2013 Platinum Winners


Public Relations - 2013 Platinum Winners


Advertising - 2013 Platinum Winners


Sustainable Leadership


ATL Files Video Campaign

Agency: Green Media Works, Inc

Client Organization: Atlanta Convention & Visitors Bureau


As many of the ASAE members’ opinion of Atlanta was skewed, the goal was educate the audience on the destination attributes of Atlanta and entice them to come discover more at the 2013 ASAE Expo in Atlanta. The video campaign successfully achieved the following objectives: 1. Educate audience of the pillars of communication for the I AM ATL campaign (walkability, accessibility, attractions, meeting venues, experience, collaborative) 2. Influence the target audience’s perception of Atlanta 3. Promote awareness of the 2013 ASAE Expo 4. Provide a tool for the ACVB sales force 5. Create assets that could be used in future projects.

RNC Social Media Command Center

Agency: BarkleyREI

Client Organization: BarkleyREI


There were several objectives for creating the RNC Social Media Command Center: 1. To leverage social listening tools to help capture and distribute news and conversations to economic development content teams for review and response. 2. To measure Tampa Bay brand sentiment and identify risk as it related to the economic issues/news/local coverage by the national news media. 3. To leverage social engagement tools to interact in real time with event attendees and political tourists – to provide value by welcoming and enhancing their experience in Tampa Bay. (eCRM) 4. To measure and better understand the true impact of the RNC event on the Tampa Bay brand and to leverage media captured during the event to market to future travelers. 5. To bring the Tampa Bay destination marketing and social media community together to work as one in amplifying the Tampa Bay brand.

120 Million Impressions for A City of 42,000

Agency: Charlottesville Albemarle Convention and Visitors Bureau

Client Organization: Charlottesville Albemarle Convention and Visitors Bureau


Heighten the awareness of Charlottesville-Area attractions including, Vineyards, Central Virginia's Presidential history and the area's natural beauty. Make potential visitors want to visit Charlottesville and Albemarle County Create nostalgia for former residents and University of Virginia students Harness local residents to act as champions of our area's offerings. Build devoted Facebook following and improve Edgerank Receive as many likes, comments, shares and impressions on Facebook posts as possible for as little money as possible.

Travel is Calling You: Digital Challenge

Agency: Hilton Worldwide

Client Organization: Hilton Worldwide


The primary objective for the Travel is Calling You communications program was to generate awareness of The Great Getaway campaign. Already underway were a Facebook Flash Sale, an influencer program and a robust social media content plan. But beyond this existed an opportunity to further inspire travel and drive urgency around booking. Therefore, HHonors set out to make a splash with an integrated go-to-marketing campaign that began with a buzz-worthy moment in time (offline event) and extended online to create an ongoing cadence of buzz and conversation.

Kimpton Hotels - Yoga Campaign

Agency: FINE Design Group

Client Organization: Kimpton Hotels & Restaurants


Our marketing objectives, first and foremost, were to make guests feel enriched, healthy, and well while staying with us. To do that required that guests: - become aware of the program at the brand level (i.e., as a Kimpton-wide offering) - see thoughtful, unique, and personalized communications – carried through to the in-room delivery and touch-point - that highlight Kimpton's dedication to helping them feel well on the road in the way that's best for them - increase their perception of the value they receive for the price they pay

SpringHill Suites by Marriott - Everywhere Multimedia Campaign

Agency: Marriott International

Client Organization: Marriott International


Our overall goal was to find unique ways for SpringHill Suites to stand out in a relevant way for business travelers. Our four primary objectives were: 1. Communicate the primary brand message of the campaign: affordable style and space 2. Increase brand and online ad awareness 3. Drive consideration intent 4. Engage consumers in a new and interesting way to positively influence their perceptions of the brand and showcase its modern décor

Belcampo Inc

Agency: Baltz & Company

Client Organization: Baltz & Company


• Educate target audiences about the overall Belcampo brand, showcasing the agriculture ventures in Belize, California and Uruguay • Position Belcampo CEO, Anya Fernald as an innovator of a new, unprecedented scale of sustainable food and farming • Promote Belcampo Belize as the leader in luxury agritourism destinations, offering experiential food courses • Elevate awareness and drive business to Belcampo Meat Co • Secure high-profile desk-side appointments and media visits

Israel Tourism - National Geographic Traveler

Agency: Geoffrey Weill Associates

Client Organization: Geoffrey Weill Associates


The objective of hosting National Geographic Traveler in Israel was to showcase Tel Aviv as a modern, vibrant, young and culturally rich destination.

Homewood Suites by Hilton Military Marketing Campaign

Agency: Focused Service & Extended Stay Brands

Client Organization: Hilton Worldwide


Build relevance and equity for the Homewood Suites brand • Objective Two: Increase bookings, with focus on weekend nights, from new customers, including military families • Objective Three: Secure media coverage of Homewood Suites' military program and related Hilton Worldwide military-focused initiatives

Hilton Worldwide Leads Dual Brand Trend Anchored by Homewood Suites by Hilton

Agency: Focused Service & Extended Stay Brands

Client Organization: Hilton Worldwide


Increase applications for dual brand properties by 50% in 2013 comparative to same period in 2012 • Objective Two: Secure one national business and two hotel industry trade features on the dual brand concept • Objective Three: Increase total number of secured dual brand stories by 50% YOY comparative to the same period in 2012, and generate an ROI on all dual brand media activities of at least 10:1 in 2013

The Beaches of Fort Myers & Sanibel-PR

Agency: MMGY Global

Client Organization: Lee County VCB


Build national awareness of the destination and exhibit. • Position The Beaches of Fort Myers & Sanibel as the "Destination of Inspiration" using inspirational partners to differentiate the destination from competitive sun and sand vacation locations. • Leverage events that would secure national and local/eco-friendly/green, dive and outdoor recreation broadcast coverage.

I LOVE NEW YORK Adirondack Challenge

Agency: M SILVER// A Division of Finn Partners

Client Organization: I LOVE NEW YORK Adirondack Challenge


• Drive awareness and interest in the Governor's Adirondack Challenge • Increase visitor numbers to New York State's Adirondack region • Show some of the many ways that New Yorkers can become healthier through enjoyment of New York State's natural wonders and outdoor attractions • Generate broader excitement around outdoor recreational options in upstate New York (rafting, fishing, hiking, etc.) • Use this event to highlight larger program focused on water and the summer • Initiate relationships with outdoor enthusiasts • Position New York State's Division of Tourism, I LOVE NEW YORK, and the Governor's Press Office as innovative tourism marketing organizations with "out of the box" thinking. • Feature a series of corresponding cultural, social and other events held throughout the Adirondack region in the week leading up to race day to attract more attendees

2 Days In Seattle

Agency: Copacino+Fujikado

Client Organization: Copacino+Fujikado


Because it was a completely new campaign for a completely new entity, there were multiple goals: 1) to define the brand voice for the city in a way that was unique and ownable 2) make an immediate impact in our target cities to generate hotel bookings 3) create a flexible, ongoing campaign that would allow Seattle to showcase a variety of activities to appeal to a broad range of potential visitors in multiple cities, and 4) drive a significant year-over-year increase in hotel occupancy.

Missouri Tourism "Enjoy the Show" Campaign

Agency: H&L Partners

Client Organization: H&L Partners


The marketing objectives of the "Enjoy the Show" campaign were as follows: 1) Motivate increased travel to Missouri and increase state tourism revenues by showcasing beautiful, compelling images and exciting creative 2) Increase brand association of Missouri with "Enjoy the Show" 3) Re-acquaint Missourians and consumers in our target demographic with the wide variety of travel activities in the state 4) Maintain overall awareness level from previous year (60%). 5) Maintain cost to reach an aware household ($0.27) The campaign was developed to position Missouri as a unique, surprising and exciting vacation destination with a variety of travel experiences for consumers. Ultimately, we wanted the campaign to inspire potential travelers to plan a trip to Missouri.

Las Vegasdotcom

Agency: R&R Partners

Client Organization: Las Vegas Convention and Visitors Authority


Overall, increase leisure travel to Las Vegas. • Drive traffic to LasVegas.com for Las Vegas information and booking. • Highlight Las Vegas product offerings (hotel, flights, shows, dining, shopping, spas and more).

Sammie Springfield Direct Mail Campaign

Agency: MMGY Global

Client Organization: MMGY Global


The Sammie Springfield campaign features a sock monkey that is the "Spokesmonkey" for the city. Interestingly, the country's largest producer of sock monkey toys is located just south of Springfield in Ozark, Missouri. Ozark Mountain Kids produces hundreds of thousands of sock monkeys each year and distributes them nationally through several retail stores. The CVB contacted them to see if they would be interested in partnering to create a custom "Sammie Springfield" sock monkey to be used to promote Springfield as an attractive destination for meetings and conventions. They were thrilled to be included and the rest, as they say, is history. The campaign is comprised of four elements: a high-fashion book, a Sammie Springfield sock monkey with Springfield Meeting Planners Guide and a familiarization tour invitation. This campaign achieves the following objectives: • Surprise the meeting planner by sending direct mail that is significantly different from the typical postcard or brochure. • Educate planners about the unique and affordable meeting venues within the city. • Create a platform to allow CVB sales staff to more easily access meeting planners to schedule follow-up appointments and meetings about hosting events in Springfield.

Orlando's Wild Side

Agency: Paradise Communications, Digital & Entertainment

Client Organization: Seminole County CVB


The objective was to drive traffic to a unique website landing page (www.visitseminoleforless.com), while at the same time increasing name and brand awareness to generate inquiries that would ultimately result in higher occupancy rates and overall revenues. Specific objectives included positioning Seminole County as one of Florida's best nature-based destinations, competitively positioning Seminole County with other travel destinations – specifically Orlando.

Montgomery Tunnel Outdoor Installation

Agency: Struck

Client Organization: Utah Office of Tourims


1. Generate awareness of Utah in the San Francisco market, and driving visitors to learn more about and inspiring them to visit Utah as a vacation destination. 2. Create buzz and engagement among San Francisco travelers, getting people to talk about Utah as a vacation destination.

Micato One for One Commitment

Agency: Micato Safaris

Client Organization: Micato Safaris


A staggering 62,000 children in Nairobi's Mukuru slum, ages 6-16, cannot pay the necessary fees to attend school. While public school is "technically" free in Kenya, there are many fees associated with attendance – the cost of the child's desk, uniform, school supplies, and other fees far beyond the means of thousands of families. While attending the Condé Nast Traveler World Savers Congress in 2009, Micato principals Dennis and Joy Pinto heard Blake Mycoskie of TOMS Shoes present his company's One for One programme, which gives a pair of shoes to a child in need for every pair purchased. As Blake spoke, inspiration fused with need, and soon the Pintos mapped out what would become the Micato One for One Commitment. Through this initiative, entering its fourth year, Micato has provided funds for thousands of children to attend school. One for One and our other philanthropic efforts focus on extreme poverty. Many living in Mukuru today have no sanitation, plumbing or electricity, and multiple generations live in one-room shacks. Many have no jobs, and no education. Through our education programs we are helping children who would otherwise have little chance of leaving the slum.


Agency: The Venetian

Client Organization: The Venetian


The Sands ECO360 Global Sustainability objectives are designed to help minimize our environmental impact, and it reflects our vision to lead the way in sustainable building development and resort operations. Our legacy must be to leave a cleaner, safer world for future generations. At Las Vegas Sands Corp., this is far more than just an idea, it's our way of doing business.

Oregon's Rural Tourism Studio

Agency: Travel Oregon

Client Organization: Travel Oregon


The goals of the Rural Tourism Studio are to: - Raise awareness & understanding of the value of tourism - Engage broad cross-section of the community – including civic and business leaders – in dialogue to identify strengths and opportunities for capitalizing on tourism trends - Spark creativity & enthusiasm to contribute to making Oregon a premier tourism destination - Connect the community to resources to help develop new authentic tourism products & leverage existing assets they have - Work with participants to determine how their area can collaborate effectively as a 'destination' through the eyes of a visitor, while preserving an authentic sense of place - Develop tourism experiences & products that sustain or enhance the geographical character of a place – its environment, culture, aesthetics, heritage, & well-being of its residents - Stimulate new business development - Establish positive relationships between community leaders & state's tourism development and marketing organizations