They informed, inspired, stimulated, humored, got you enmeshed in sweepstakes, tweeting, tumbling and instagraming, but most importantly, got you to travel some place. These are the winning ads, the digital marketing and public relations campaigns from the hospitality industry honored at the Hospitality Sales & Marketing Association International (HSMAI)’s 58th Annual Adrian Awards.
It is the CLIO for the global hospitality and tourism industry. And at the end of the evening, Cleveland, Red Roof Inn, and Tourism Australia went home with the “Best of Show” honors.
HSMAI honored 2014’s outstanding hospitality advertising, public relations and digital marketing campaigns before nearly 1,000 attendees on February 23 at New York’s Marriott Marquis.
“It was a great night to gather and honor the creativity in our industry and the people behind the work,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. “The greatness we honored tonight spans the spectrum, from digital marketing, PR and advertising to e-marketing, loyalty, sustainable tourism and lifetime achievement.”
The Adrian Awards began in 1957 and consider entries from every segment of the travel and hospitality marketing industry, including hotels, airlines, cruise lines, car rental companies, destinations and credit card companies, among others. Winners are selected from a field of more than 1,200 entries by senior industry and media experts.
Gold Awards were presented to 46 winners in advertising, 87 in digital marketing and 130 in public relations. Platinum Award winners were selected from the most-outstanding Gold Award winners.
The gala’s highest honor Best of Show was selected from Platinum winners in the advertising, digital marketing and public relations categories:
Advertising “Best of Show” – Destination Cleveland – Cleveland Rebranding – and its agency MMGY Global
Digital Marketing “Best of Show” – Red Roof Inn – Turning Flight Cancellations into Hotel Reservations – and its agency 360i.
Public Relations “Best of Show” – Tourism Australia – Reporting on OZ: CorOZpondents Campaign – and its agency Ketchum.
“This is an enormous opportunity for a city like Cleveland,” said David Gilbert, President and CEO, Destination Cleveland. “We’ve battled image problems for decades, so we were thrilled to work with MMGY Global to show who we are and what we’ve become as a community. The results we achieved were one way to get verification, but certainly to be recognized by your peers is great.”
“We are very excited,” said Marina MacDonald, Chief Marketing Officer, Red Roof Inn. “This was really smart work, and it was a collaboration of great minds to bring it all together. We are thrilled to be recognized.”
Platinum Awards were given to the following recipients in the advertising, digital marketing and public relations categories:
Advertising Platinum Winners:
Booking.com (Wieden+Kennedy Amsterdam)
Destination Cleveland (MMGY Global)
Hilton Worldwide (Publicis Kaplan Thaler)
Homewood Suites by Hilton (Van Winkle + Associates)
SpringHill Suites by Marriott (mcgarrybowen)
Utah Office of Tourism (Struck)
Washington Metropolitan Area Transit Authority (WHITE)
Digital Marketing Platinum Winners:
Best Western International (Ideas Collide Marketing Communications)
Coast Hotels (GCommerce)
Hilton Worldwide (Publicis Kaplan Thaler)
Holland Marketing Alliance (Mustache)
Marriott Hotels (Grey New York)
Nassau Paradise Island Promotion Board (VERB Interactive)
Red Roof Inn (360i)
Public Relations Platinum Winners:
AKA (Ballentines PR and Quinn)
Berkshire Hathaway Travel Protection (Mardiks PR)
Destination Quebec (DQMPR)
Embassy Suites Omaha – La Vista
Greater Miami Convention & Visitors Bureau (Current Lifestyle Marketing)
Marriott Marquis Washington, D.C. (Laura Davidson Public Relations)
MCA Namibia/Namibia Tourism Board (Development Counsellors International)
Premier Rail Collection (Lou Hammond & Associates)
The Cayman Islands Department of Tourism (Mfa Ltd. -Missy Farren & Associates)
Tourism Australia (Ketchum)
Visit St. Pete/Clearwater (Paradise Advertising, Digital and Entertainment)
Lifetime Achievement Honorees
Two industry leaders were honored with HSMAI Lifetime Achievement awards, which recognize individuals who have spent a major portion of their careers in the hospitality and travel profession and have contributed to the betterment of the industry in a significant and lasting way, over an extended period of time.
Hilton Worldwide President & CEO Christopher J. Nassetta received the Albert E. Koehl Award for Lifetime Achievement in Hospitality Marketing. “Chris has shown a dedication to the hospitality industry throughout his career, and is an ambassador for the global hospitality industry,” said Robert A. Gilbert president and CEO of HSMAI. “Since coming to Hilton, he has energized their brands, with a renewed focus on guest experience, strategic marketing, culture and innovation. He is most deserving and we are excited to present him with the Albert E. Koehl Award.”
Nassetta joined Hilton Worldwide in 2007 after serving as President and CEO of Host Hotels & Resorts, Inc. for seven years. Prior to joining Host Hotels & Resorts, Nassetta co-founded Bailey Capital Corporation in 1991, where he was responsible for the operations of the real estate investment and advisory firm. He was honored, particularly, as a visionary and a change agent who revitaled the Hilton Brand, achieving record results, growing the portfolio by more than 40% to become the fastest growing chain, the first in industry with mobile check-in.
“I’m very honored to receive a lifetime achievement award,” Nassetta said, accepting the award. “I continue to try and follow our founders’ vision and fill the earth with the life and love of hospitality. I love what I do. I live to travel. I love to interact with our team, and I’m surrounded by the best in the industry.”
Geoffrey Weill, President of WEILL, was the recipient of the 2014 Winthrop W. Grice Award for Lifetime Achievement in Hospitality Public Relations.
“Throughout his career, Geoffrey has been hugely successful,” said Robert A. Gilbert, president and CEO of HSMAI. “He is knowledgeable and supportive of his fellow practitioners, offering advice and counsel and sharing opportunities with others. Geoffrey epitomizes everything that is good about public relations and continues to promote the joys of travel for visitors from first timers to sophisticated and discerning people.”
Weill opened his agency in 1995 and has worked in the tourism public relations industry since 1976, starting with the Israel Government Tourist Office, a client he continues to represent. On the 50th anniversary of the founding of Israel, he was honored by the Government of Israel.
“As a young child and then as an adolescent in London, I had three great passions,” Weill said. “One – everything connected with hotels and travel. Second – Israel. Third – New York. And I have been so incredibly fortunate to have been able to forge a life and a career that encompasses all three. And then to be given an award for it, is like an incredibly vast cherry on top of an even vaster chocolate sundae.”
“Being honest with the media is key to success [in public relations]. It’s not easy to earn the media’s trust, harder to maintain it,” he said.
In the course of his career, Weill’s agency has chalked up 100 HSMAI awards
The fifth annual Leader in Sustainable Tourism award, presented by HSMAI and National Geographic Traveler, was presented to the Santa Monica Convention and Visitors Bureau. The 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 TravelClick eMarketer of the Year Award was a tie, going to Best Western International and Qbic Hotel London City. Presented by TravelClick, a leader in hotel ecommerce solutions, this award recognizes the best integrated eMarketing program in the hotel industry. Contenders are judged on the strength of their web presence and booking performance driven by 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.”
Hilton Worldwide received the American Express Loyalty Award, 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 Yahoo! Yodeler of the Year award went to Marriott International. Presented by Yahoo and tumblr, The Yodeler of the Year award recognizes thought leadership in online storytelling measured by the guest’s journey of web-based inspiration, engagement, perception, and conversion. Candidates are judged on their storytelling strategies in content marketing, native advertising, and online blogging. “The winner of the Yodeler of the Year Award demonstrates best practices for online storytelling that position the reputation of a brand or destination as the premiere guest experience in the travel industry.”
Top 25 Extraordinary Minds
The HSMAI also named the Top 25 Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization for 2014. They are:
Greg Adams: Vice President, eCommerce, Best Western International
Jason Antony: Assistant Vice President of Digital Engagement, Viceroy Hotel Group
Shaun Aukland: Senior Account Executive, Google
Michael Bertetto: Director of Advertising & Public Relations, SLS Las Vegas Hotel & Casino
Gayle Conran: President, ConranPR
Susannah Costello: Vice President, Global Brand, VISIT FLORIDA
Craig Eister: Senior Vice President, Global Revenue Management & Systems, IHG
H. Stuart Foster: Vice President, Global Marketing, Hilton Worldwide
Peter Frantz: Marketing Director, Vantage Hospitality & JCF Marketing
Monte Gardiner: Director, Marketing Programs, Best Western International
Maura Gast: Executive Director, Irving Convention and Visitors Bureau
Kathy Halpern: Vice President, Sales and Marketing, Palace Resorts
Sara Harper: Director of Marketing, Hotel Del Coronado
Michael Innocentin: Executive Director, Digital Marketing, FRHI Hotels & Resorts
Andrew Kauffman: Vice President, Digital Marketing & Marriott.com, Marriott International
Chris Kenney: Vice President, Field Sales & Marketing, Destination Hotels & Resorts
Vince LaRuffa: Vice President, Resort Sales & Marketing, Universal Orlando Resort
Diana Plazas: Director, Global Brand Marketing, DoubleTree, Hilton Worldwide
John Ricks: Associate Director, Colorado Tourism Office
Evan Saunders: CEO & Co-Founder, Attract China LLC
Laurence David Tolpin: President, Chief Creative & Innovation Officer, Paradise Advertising, Digital and Entertainment
Vic Walia: Senior Director of Brand Marketing, Expedia, Inc.
John Washko, Vice President, Group Marketing and Sales, Atlantis Paradise Island
Jack Wert: Executive Director, Naples, Marco Island, Everglades CVB
Holly Zoba: Senior Vice President of Sales, Signature Worldwide
The “Top 25” recipients were selected by a panel of senior industry executives based on recent work meeting the following criteria: creativity and innovation; cutting edge sales or marketing campaigns; triumph in challenging situations; and sales efforts that resulted in dramatic gains.
“The people named to this list have made incredible contributions to the industry,” said Robert A. Gilbert, CHME, CHBA, president & CEO of HSMAI. “Their innovative sales, marketing and revenue management ideas have helped fuel the success of the hospitality industry the past two years.”
For more information about the Adrian Awards visit www.adrianawards.com.
Connect with HSMAI at www.hsmai.org, www.facebook.com/hsmai, www.twitter.com/hsmai and www.youtube.com/hsmai1.
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