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Brain Hicks, President and CEO, Hospitality Sales & Marketing Association International (HSMAI)
The recent Adrian Awards, “Wish You Were Here,” was a showcase of creativity and innovation that embraced the theme. As the first-time host, I was personally thrilled with the event’s success and the incredible talent on display. The Adrian Awards continue to be a testament to the ingenuity and passion of hospitality marketers who push boundaries and redefine what is possible in travel marketing.
Here are my takeaways from the event, each illustrating how this year’s participants made us all wish we were part of their incredible journeys.
- Embrace Digital Integration – Marriott Bonvoy’s campaigns Marriott Bonvoy Land campaign by Marriott International took home the Best of Show in the Digital division. Their campaign integrated the digital world with the physical, offering an immersive experience that invites gamers and travelers alike into a Marriott-inspired virtual realm.
- Hyper-Personalized Customer Engagements – “Puerto Rico Sí” from the Puerto Rico Tourism Company showcased how deeply personalized content can effectively resonate with potential travelers, earning it the Best of Show in Integrated Campaigns.
- Tell a Compelling Story – The “Find What You Need in Port A” by the Port Aransas Tourism Bureau & Chamber of Commerce campaign utilized narrative-driven advertising to engage visitors, winning Best of Show in Advertising. The campaign highlighted local attractions through stories that attract and retain tourist interest.
- Leveraging Major Events for Brand Impact – Omni Hotels and Resorts’ “SOLARBRATION” campaign tied into the excitement surrounding the solar eclipse, providing guests with a memorable experience that aligned perfectly with the celestial event, winning it the Best of Show in Public Relations and Communications.
During the celebration we also honored the career achievements of industry leaders. Victoria de Falco was recognized with the Winthrop W. Grice Award, for her visionary public relations strategies that have elevated the profile of numerous hospitality brands. Michelle Woodley was the honoree of the Albert E. Koehl Award, which underscored her profound impact on hospitality marketing and her leadership at Preferred Travel Group.
Thank you to everyone who attended the Adrian Awards, let’s take these inspirations from the night and integrate them into our practices. By doing so, we continue to elevate the travel experience, making every guest wish they were right there with us.