Welcome to HSMAI's Adrian Awards Winners' Gallery.

HSMAI's Adrian Awards Winners' Gallery is an HSMAI Members Only searchable database of the 2007-2014 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 - 2014 Platinum Winners

Holland. The Original Cool.

Agency: Mustache

Client Organization: Netherlands Board of Tourism and Conventions


The ongoing objective is to target consumers in the inspiration and research phases of destination selection with relevant and engaging content through select media channels, filling the upstream funnel and drive increased awareness of Holland as a viable destination for European travel plans.

Turning Flight Cancellations into Hotel Reservations

Agency: 360i

Client Organization: Red Roof Inn


Being outspent by the category leader means that Red Roof Inn must win the battle for the click through, a hyper-targeted mobile search strategy that only invests in those customers with the greatest propensity to convert. Red Roof Inn can’t outbid, so they must outsmart. With this limited budget, Red Roof Inn’s objective was to identify a new way to penetrate the mobile search market, adapting the brand to this new landscape.

Route 66 Geocache Contest

Agency: Ideas Collide

Client Organization:


The objectives of the BestWesternRoute66.com Geocaching Contest were to: • Create an engaging, visual experience with the highway and its sights • Enrich the content marketing strategy and extend the storytelling for the brand with unique, relevant travel content • Drive Best Western Rewards membership enrollment and increase participation from inactive members • Drive site traffic and lengthen time on the site The BestWesternRoute66.com site features Best Western hotels along the historic route. To increase further engagement plus drive additional local and regional interest, each hotel added unique attractions to the site and campaign. This built buzz and added a nostalgic virtual experience to each Best Western along the historic route.

Marriott Travel Brilliantly Campaign

Agency: Grey

Client Organization: Marriott Hotels


1. Reach frequent business travel “Masterblenders” with focus on Gen X&Y - Achieve placements in unique target outlets (outside travel) and claim transformation story 2. Increase consideration among non-users by shifting Marriott Hotel’s brand perceptions for Innovative, Stylish and Relevant within first year of re-launch. Perception shifts will be measured via copy testing, site survey and ad tracker and should reach double digit growth. 3. Drive loyalty by engaging brand advocates to generate positive word of mouth. - Obtain 900 travel idea submissions within 1 year on TravelBrilliantly.com - Lead in Facebook engagement in the category

Great Coast Road Trip

Agency: GCommerce

Client Organization: Coast Hotels


The primary goal of the campaign was to further push the refreshingly local positioning by engaging key target audiences with unique and relevant content. With a focus on brand awareness and content activation, the following goals were put in place: 1.) Expand brand awareness through the use of social media, PR, and a dedicated campaign microsite with the goal of 1M+ media impressions 2.) Secure 8 highly qualified travel bloggers with unique travel viewpoints and well-established online communities 3.) Promote engagement with the website and increase the average time spent on site 60% from 1.5 to 2.5 minutes 4.) Further increase the brand’s Twitter following 5.) Drive online direct room night bookings and support the Summer Savings promotion with the goal of outperforming revenue generated from the previous summer’s promotion 6.) Increase online direct revenue referred from social media compared to the same timeframe in the previous year

VISIT FLORIDA & Google Partnership: Using Streetview to Capture Florida’s Beaches


Client Organization: VISIT FLORIDA


• Collect high quality, 360-degree imagery of Florida’s beautiful and breathtaking beaches and make them available to people around the world • Unless you actually walk these beaches, it’s hard to imagine the visual delights the traveler experiences, but the Street View imagery of Florida will inspire more people to get outdoors and enjoy these beautiful places in person

Hilton Portfolio Be A Weekender – The Ultimate Weekender Sweepstakes

Agency: Hilton Worldwide

Client Organization: Hilton Worldwide


As Hilton approached 2014, two main objectives were identified: 1. A consumer objective – to renew its commitment to inspiring the notion of travel across all ten Hilton brands, by educating travelers on our leisure offering, specifically highlighting shorter, weekend trips. 2. To drive demand and occupancy for weekend nights without marketing deep discounts. To accomplish these, Hilton implemented a yearlong Ultimate Weekender sweepstakes – featuring the Hilton Portfolio in key destination markets and the opportunity for members to win a weekend getaway each week for 52 weeks. By focusing on the appeal of traveling to these key destinations, and showcasing the key value propositions of our brands, Hilton aimed to drive business to the regions that needed it most. Guests also have the opportunity to gain additional entries into the sweepstakes by: uploading photos of their ultimate weekend travels, tweeting (#BeAWeekender), sharing travel tips, and exploring Hilton Portfolio offers.

Nassau Paradise Island Promotion Board

Agency: VERB Interactive

Client Organization: Nassau Paradise Island Promotion Board


The primary objective of the redesign of NassauParadiseIsland.com was to surpass current achievements in leads and conversion rates, while driving maximum exposure for member properties. Other marketing objectives included: • Enhance digital presentation and online experience: strong design, powerful imagery, integrated HTML5 video, stronger social integration and improved navigation. • Increase online conversions for members via increased outbound links to member websites, click-2-call ratios on the mobile web site and bookings generated on the website. • Increase awareness of Nassau Paradise Island as an exciting ‘must-see’ vacation destination. • Drive bookings for NPIPB members. • Nurture positive relationships with potential and existing travelers, develop loyalty with the customer base, and drive repeat visitation to the destination. • Communicate with target market segments (e.g. travelers, meeting and event planners, the travel trade, member businesses, etc.) via the website, mobile site and related digital communication platforms.

ADVERTISING - 2014 Platinum Winners

The Mighty Five Campaign

Agency: Struck

Client Organization: Utah Office of Tourism


1. Create awareness of The Mighty Five in key drive markets as a unique Utah vacation experience to summer visitors, motivating them to dream and plan. Measured by: A. Visitutah.com metrics: New/unique visitors, pageviews, sessions, and session length to the website attributed to the campaign, compared to year-over-year campaign data. B. Advertising awareness and creative evaluation compared to year-over-year campaign data. 2: Generate visits from key drive markets to Utah as a result of Mighty Five advertising. Measured by: Actual incremental travel attributed to the campaign, compared to year-over-year campaign data.

Homewood Suites by Hilton Military Campaign

Agency: Van Winkle Pearce

Client Organization: Homewood Suites


Our overall goal was to build relevance and equity for the Homewood Suites brand. To do that, we set out to accomplish three specific objectives for the campaign. 1. Brand an authentic and recognizable “look” and “feel” for all campaign communications to generate awareness. 2. Increase bookings from new customers. 3. Increase weekend occupancy rates.

Hilton Portfolio Be A Weekender – Bachelorette Party, Family Shore, Love Poem, Ultimate Goal: Ashley Wagner

Agency: Hilton Worldwide

Client Organization: Hilton Worldwide


As Hilton approached 2014, two main objectives were identified: 1. A consumer objective –to renew its commitment to inspiring the notion of travel across all ten Hilton brands, by educating travelers on our leisure offering, specifically highlighting shorter, weekend trips. 2. To drive demand and occupancy for weekend nights without marketing deep discounts. In previous years, to stimulate leisure travel, Hilton featured deep discounts, often times as high as up to 40% off stays. To protect the average daily rate for all brands, aggressive goals were put in place for occupancy, without the use of discounts. To accomplish these objectives, a national brand plan was overlaid with local media in 7 key source markets – all featuring lead rates for the Hilton Portfolio in key destination markets. By focusing on the appeal of traveling to these key destinations, and showcasing the key value propositions of our brands, Hilton aimed to drive business to the regions that needed it most.

SpringHill Comfort Zone

Agency: Marriott International

Client Organization: Marriott International


Increase awareness and consideration of the brand among frequent business travelers. Generate buzz and consumer interest through earned media coverage.

WMATA Silver Line Launch

Agency: White+Partners

Client Organization:


Our overarching objective was to convince people to ride Silver Line. The targeted goal was $2 million dollars each month after the first six months of service. From a branding sense, this was a huge opportunity to bring a hipness to Metro that it lacked in years past. In many ways this wasn’t a launch of a new Metro line, it was the launch of a new Metro.

Positively Cleveland

Agency: MMGY Global

Client Organization: Positively Cleveland


Before we could talk about all the amazing things there are to see and do in Cleveland, we had to change the way people think about it. The goal of the branding effort was to shift the narrative about Cleveland as a visitor destination, to chan. To create an emotional brand that speaks to vistiros, while inspiring residents with a sense of pride.


Agency: Wieden+Kennedy Amsterdam

Client Organization: Booking.com


The primary objective for this Booking.com multi-country 2014 campaign was to build upon the brand narrative that was performing commercially well, and set Booking further apart from the cluttered travel landscape by demonstrating what Booking.com does better than any other OTA. As the largest accommodation site in the world with the biggest number and widest breadth of properties, Booking.com needed to show that no matter who you are, what budget you are on, or what you are looking for, Booking.com had the right property for you.

PUBLIC RELATIONS - 2014 Platinum Winners

Project SEARCH

Agency: Embassy Suites Omaha-La Vista

Client Organization: Embassy Suites


The PR campaign objectives were defined by four specific goals as follows: 1. Play an active role in locating employment for the graduating students via the development of a Business Advisory Council. This is a network of business liaisons that join the Council to assist in finding suitable jobs for the graduate students. The goal was 75% employment to match the average for Project SEARCH host sites in Nebraska. 2. Work with state and national Project SEARCH leadership to expand the mission of employment as an example and peer resource for other businesses in Greater Omaha. The property would do this by offering tours of the property including the student internship departments. The property also planned and hosted a job fair for Project SEARCH interns and other transition students from around the metro. Technical assistance regarding the set up of host sites was left to the Project SEARCH leadership. This would be an ongoing process but it was felt Omaha could host at least one site per school district for a minimum of six. 3. Respond to requests from Project SEARCH at Cincinnati Children’s Hospital Medical Center to approach hotels in geographic locations seeking a new host site. The goal would be to encourage more hotels to become host sites. With 60% of the almost 300 host sites being hospitals or other health care organizations, there was definitely room for growth in hotels. Contact was made with target hotels via email and phone calls. Magazine articles about the Embassy Suites Omaha-La Vista host program along with videos of news stories and a short documentary film were forwarded along with introductions to the local Project SEARCH team that would facilitate. While programmatic and participatory industry goals are set by the national Project SEARCH organization, the Embassy Suites Omaha-La Vista felt three to five hotels could be added each year. 4. Help to educate the guests, general public, business and the hospitality industry of the benefits of hiring individuals with disabilities. The goal was to be included in one magazine editorial, one newspaper story, one TV news story and create a documentary about the Project SEARCH program as it worked in a hotel setting. The property began this process by informing the guests via the map of the area that was handed out at check-in. A photo of the current class was included on the map with the students wearing the same uniform they wear during their internship so they could be recognized. It also explained the Project SEARCH program with the aim of including it in the property's regular news and activities. The goal was to reinforce a sense of the program being part of the hotel's culture and not just a volunteer activity.

Premier Rail Collection - CBS Sunday Morning

Agency: Lou Hammond & Associates

Client Organization: Premier Rail Collection


• Position flagship brand Pullman Rail Journeys as the only train experience delivering first-class service in the United States. • Leverage President Ed Ellis as the authority in passenger train service in the United States. • Through the means of a nationally televised broadcast, create interest among travelers seeking a nostalgic journey to experience Pullman.

Launch of Berkshire Hathaway Travel Protection AirCare

Agency: Charles Mardiks Public Relations

Client Organization: Berkshire Hathaway Travel Protection


1. Launch Berkshire Hathaway Travel Protection; build awareness amongst target audiences. 2. Launch the company's new AirCare flight protection coverage and build awareness, inquiry and sales for the innovative product. 3. Mark John Noel's return to the travel industry.

Ocean mysteries ABC

Agency: DQMPR

Client Organization: Destination Quebec


Our marketing objectives were as follows: - Increase American tourists to Charlevoix, the region where the Saguenay Fjord lies, during whale watching season (May to October); - Promote whale watching as a family activity; - Educate Americans on the conservation efforts happening in Quebec; - Create awareness of the incredible breadth and biodiversity of the St Lawrence River; - Obtain coverage of the St Lawrence River and its wildlife on a national broadcast show that is both educational and travel-oriented.

Grand Opening: Marriott Marquis Washington DC

Agency: Laura Davidson Public Relations

Client Organization: Marriott Hotels


• Introduce and position the hotel as a leader in meetings and business travel with the unique proof points in areas of technology, design and meeting space/Convention Center perks. • Secure MICE publication placements in all leading trades, including interviews in print and web video throughout the pre-opening period • Create buzz amongst the local DC media, positioning the hotel as THE new social hub in downtown DC • Consistent coverage in The Washington Post; and, story in The New York Times • Broadcast coverage locally on ALL network stations • Create interesting / non-traditional story angles for a convention center hotel that would appeal to consumer media • Build momentum during the 12 months the hotel was still under construction, so that the news stayed fresh, visual and exciting for local and national media cover • Create and establish social media presence on Facebook, Twitter, Instagram, YouTube

It’s So Miami Vending Machine

Agency: current lifestyle marketing

Client Organization: Current Lifestyle Marketing


Marketing Objectives: • Create the opportunity to speak with New Yorkers about Miami while providing them with an experience true to the destination, then drive attention nationally • Create hype and buzz as a means of driving positive awareness of the new vacation packages launched on the destination’s website – MiamiSummerVacations.com • Drive consumer engagement on social media platforms • Build and foster media relationships by hosting editorial appointments on site

The Cayman Islands in National Geographic Traveler

Agency: Mfa Ltd.

Client Organization: Cayman Islands Dept of Tourism


CIDOT tasked the agency with securing in-depth feature coverage showcase that the Cayman Islands don’t just provide a quintessential Caribbean experience but so much more: a rich culture and history, a delicious culinary scene, nature and underwater life that inspire exploration, sustainable efforts to protect the best kept secrets on island and a friendly people who consistently go out of their way to make visitors feel at home in their home. The agency identified National Geographic Traveler as the perfect target for this kind of story because of the magazine’s exceptional photography and its coverage exploring and experiencing places in a deeper, richer way for an audience well aligned with CIDOT’s target.

Namibia Tourism Board: North America Launch Campaign

Agency: Development Counsellors International

Client Organization: Namibia Tourism Board


Increase awareness of Namibia’s unique travel experiences, pioneering conservation activities, self-drive vacation opportunities and breathtaking landscapes to inspire Americans to book a vacation to the land of Endless Horizons.

AKA Launches World’s First Mobile Hotel Suite

Agency: Quinn

Client Organization:


Make AKA pop as an innovative, lifestyle brand. Communicate the AKA message of luxury and innovation. Place stories on AKA Beverly Hills in outlets read by affluent and sophisticated consumers here and globally. Drive business to AKA Beverly Hills.

Reporting on OZ:CorOZpondents Campaign

Agency: Ketchum, Inc.

Client Organization: Tourism Australia


Create an ongoing conversation around Australia as a must-visit-now destination highlighting the ‘There’s nothing like Australia’ messages through at least 400 pieces of engaging content for the program.

Media and Partner Toolkit

Agency: Paradise Communications, Digital & Entertainment

Client Organization: Visit St. Pete/Clearwater


VSPC first sought to develop an intuitive, content-driven website to offer visually attractive and easily accessible information to industry partners and the media. In offering a state-of-the-art website, VSPC also sought to create a digital presence that matched its growing reputation as a trendy, stylish and culturally vibrant destination, and one that suited its branding strategy and stylish new “Live Amplified” campaign. With media needs changing to high tech and high quality news items, images and content, VSPC recognized an opportunity to get ahead of its competition and become a leading media resource. As media utilizes multiple platforms from desk top to tablet and smart phone while working remotely, it was imperative that we produce a responsive website with all the latest technological advances to deliver a fast, easy-to-use and intuitive content machine.

Mythical Creature Goes Viral

Agency: Paradise Communications, Digital & Entertainment

Client Organization: Visit St. Pete/Clearwater


The objective was to produce a viral news item that would capture the imagination of the media and our potential visitors around the world and showcase the destination in a fun way. We wanted to also show a sense of humor and show to the world that we area hip, trendy and intelligent destination.