HSMAI Unveils 2010 Gold Adrian Award Winners

  • 12.20.10
The Hospitality Sales and Marketing Association International (HSMAI) announced the 2010 Gold Adrian Award winners, exemplifying the year’s top travel advertising, public relations and digital marketing campaigns.

Having received more than 1,100 entries, HSMAI awarded 55 advertising gold awards, 64 public relations gold awards and 35 digital marketing gold awards. A complete list of this year’s winners can be viewed at www.AdrianAwards.com. Gold Adrian Award winners become finalists for Platinum Adrian Awards, and the coveted Best of Show awards, which will be announced at the HSMAI Adrian Awards Gala January 31, 2011, a black-tie networking event featuring award-winning campaigns, lifetime achievement recognition and the Top 25 Most Extraordinary Minds in Sales & Marketing.

When evaluating this year’s campaigns, judges noticed a variety of key trends amongst the winning entries that set them apart from the rest of the field. Some of the trends were as follows:

- For the advertising division:

  • To address a strong population of consumers who are stressed out and busy, advertisers are using all media formats to convey a message to “slow down and recharge with our brand.”
  • Humor is still important.

- Top trends in digital marketing were:

  • Authenticity and providing an opportunity for engagement with the audience
  • Use of multiple channels, including emerging channels such as mobile

- Winning PR trends included:

  • Focusing on securing visibility not just through news outlets but also via entertainment vehicles such as TV programming and films
  • Securing strategic partnerships and alliances that broadened the audience reach
  • Turning timely news event coverage into additional opportunities
  • Creating stories about life-enriching experiences surrounding their destinations or brands

“Criteria for naming this year’s Gold Adrian Award winners included authenticity, strategy, and results,” said Fran Brasseux, executive vice president of HSMAI. “The judges did a fantastic job showcasing the best-of-the best for 2010. We heard repeatedly from judges throughout the process that this year’s entries include some of the most inspiring work ever submitted in the competition.”

Additionally, top achievers will be considered for specialty awards: DEPARTURES Magazine Luxury Marketing Achievement Award and the TRAVELCLICK eMarketer of the Year Award. New awards for the 2010 gala include the HSMAI and National Geographic Traveler Leader is Sustainable Tourism award and the American Express Loyalty Award.

Recognizing individuals who have made significant contributions and lasting impressions on the hospitality and travel industry, HSMAI will present Lifetime Achievement awards to J.W. Marriott, Jr., chairman and CEO of Marriott International, Inc., and Nancy Friedman, president of Nancy J. Friedman Public Relations. Marriott will be recognized with the Albert E. Koehl Award for Advertising and Friedman will receive the Winthrop W. Grice Award for Public Relations.

The judging panel for the competition consists of more than 200 industry experts from advertising, public relations, media and digital marketing disciplines, along with leading members of the travel community. Winning entries will be honored at the Adrian Awards Gala, taking place Jan. 31, 2011, at the New York Marriott Marquis. Gold winners also will be celebrated at the Adrian Awards Gala dinner reception, which is co-sponsored by HSMAI and Expedia Media Solutions, and their work will be showcased on-screen as part of the gala opening.
Several top digital marketing winners will also be featured during HSMAI’s Digital Marketing Strategy Conference on Feb. 1.

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