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HSMAI Honors Travel Marketing Excellence at Adrian Awards

February 3, 2010 By: Staff

The Hospitality Sales & Marketing Association International presented the winners of its 53rd annual Adrian Awards at the New York Marriott Marquis Monday night. The awards honor the top companies and individuals in hospitality, travel and tourism advertising, public relations and web marketing.

USA TODAY reporter Barbara De Lollis (right) opened the Gala and gave the audience insight into her move from print to digital media through her Hotel Check-In blog. “Today, online is where so many travelers go for their information,” said De Lollis. “It’s immediate, it’s interactive and it’s lightening fast.”

The 2010 Adrian Awards received nearly 1,100 entries from around the globe. The Platinum winners were judged to be the most extraordinary entrants from a selection of 123 Gold winners. Chosen from the Platinum winners were the highest distinction of Best of Show for the divisions of advertising, public relations and web marketing.

Advertising “Best of Show”

The San Diego Zoo and their agency M&C Saatchi for their entry that spread the message of conservation of the world’s animals. The campaign launched the Zoo’s new exhibit by telling the story of Phil and Harry, a pair of computer-generated mammoths living the good life in Southern California circa 12,000 B.C.

Public Relations “Best of Show”

Tourism Queensland and their agency Cummins Nitro for the “Best Job in the World” campaign that generated 34,000 candidate applications from 197 countries vying for the position of Island Caretaker, along with worldwide media coverage.

Web Marketing “Best of Show”

“Life of a Brown Paper Bag” video by the Albuquerque Convention and Visitors Bureau.  The destination took one of its most treasured holiday traditions and added compelling content and humor to create an original holiday greeting video that was shared extensively and generated a tremendous ROI.

Advertising Platinum Winners

Company                                  Agency

Las Vegas Convention and Visitors Authority         R&R Partners

Lindblad Expeditions                                         -

Maine Office of Tourism                                   Swardlick Marketing Group

Marriott International                                        McGarry Bowen

Newfoundland and Labrador Tourism                  Target Marketing

San Diego Zoo                                                M&C Saatchi                     

Public Relations Platinum Winners

Company                                                                   Agency

Elite Island Resorts                                          Pomerantz PR

Fontainebleau Miami Beach                               Weber Shandwick

Hotel Sax Chicago                                           Zapwater Communications, Inc.

Moroccan National Tourist Office                        Spring, O’Brien

Omni Hotels                                                   Weber Shandwick

Pennsylvania Tourism Office                              Tierney

Tourism Queensland                                        Cummins Nitro

VisitScotland                                                   Laura Davidson Public Relations

Web Marketing Platinum Winners

Company                                                                   Agency

Albuquerque Convention & Visitors Bureau           -

Dolce Hotels and Resorts                                  -

Morgans Hotel Group                                       ZAAZ

The Bahamas Ministry of Tourism                       Weber Shandwick and phearcreative

Tourism Queensland                                        Cummins Nitro

Howard Johnson                                              Berlin Cameron

In addition to its Adrian Awards, HSMAI recognized the Top 25 Extraordinary Minds in Sales and Marketing and presented two individuals with the top honor of Lifetime Achievement. The awards recognized the recipients for their significant contributions and lasting impressions on the hospitality and travel industry.

HSMAI's annual Albert E. Koehl Award for advertising and marketing was awarded to Sol Kerzner, founder, chairman and CEO, Kerzner International Holdings Limited. The Winthrop W. Grice Award for public relations excellence was bestowed upon Vivian A. Deuschl, corporate vice president, public relations, The Ritz-Carlton Hotel Company.

“So many of you here tonight have contributed to my career and I am incredibly grateful,” said Deuschl in accepting her award.

“I've been in this business for 45 years, and I've loved every day of it,” said Kerzner during his acceptance speech. “It makes the world spin around.”

Winners are selected from a field of 1,100 entries by senior industry and media experts. Visit and



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By Staff | February 3, 2010
The top companies and individuals in hospitality, travel and tourism advertising, public relations and web marketing took a bow at the New York Marriott Marquis Monday night.
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