2021 HSMAI Adrian Award Client Wins
February 18, 2022
Madden Media is excited to announce four of our clients won a total of six 2021 HSMAI Adrian Awards for work we’ve done in collaboration with them. The HSMAI Adrian Awards recognize hospitality brands and agencies for creativity and innovation in advertising, digital marketing, and public relations. We are proud to share our clients’ accolades and applaud the outstanding destination marketing we did together during a challenging year for our industry.
Congratulations to the following destinations:
Gold Awards
- Atlanta CVB
- Idaho Department of Commerce-Tourism Development
Bronze Awards
- Port Aransas Tourism Bureau and Chamber of Commerce
- Visit Tampa Bay (three award wins)
Atlanta CVB — Diversity Marketing
DiscoverAtlanta.com brought the essence of Atlanta to life. Working with Madden to redesign their website, Atlanta CVB’s new site spotlights the destination’s pride in its diversity through representative storytelling and creative assets. You can read more about how we showcased diversity and inclusion in the site’s design and worked with Black content creators to highlight the city’s culture and Black-owned businesses here. This is the second Adrian Award in two years for Atlanta CVB. Last year, DiscoverAtlanta.com won a Silver HSMAI Adrian Award in the Digital Marketing – Web Site category.
Idaho Department of Commerce-Tourism Development — Digital Marketing Series – Multimedia
Visit Idaho was looking for a way to share real stories about the state’s cool winter experiences and warm memories visitors can make there. Idaho has numerous cold weather activities and attractions. Visit Idaho showcased winter stories in a video series that highlighted the different things to do during an Idaho winter. To make the videos unique, they paired the locals’ stories with colorful and dynamic animation.
Port Aransas Tourism Bureau and Chamber of Commerce — Contest/Sweepstakes
The pandemic caused many Texas businesses to close, and these restrictions were especially harmful to the bar and restaurant industry. In an effort to drive visitors and residents to local bars, Visit Port Aransas aimed to create an event similar to Shop Arounds and Restaurant Weeks. Working with Madden, the Visit Port Aransas team created a bracket-style Margarita Madness campaign.
Visit Tampa Bay — Advertising Campaign – Complete Campaign
Visit Tampa Bay is a top destination offering a combination of urban and outdoor experiences, but wanted to expand their targeting beyond family travelers and attract more Gen Z and Millennial visitors. Madden created the “Unlock Your Inner Pirate” campaign to highlight fun experiences young people can have in the destination.
We identified key experiences millennials travel to do, including Instagrammable moments like hanging around the pool, drinking and eating, and exciting attractions. We chose to center the campaign around video, as it’s the most popular medium and set us up to deploy engaging ads on the channels young travelers interact with the most, such as social media and Connected TV.
Visit Tampa Bay — Digital Single Item – Video
We produced videos of young people having fun and experiencing the things they aim to do when on vacation, such as drinking by the pool, exploring and taking selfies in the city, eating out, and doing photo-worthy activities like zip lining. The main characters in the video embodied the essence of experiencing a Tampa Bay vacation, embracing the “inner pirate” spirit — sassy, classy, and a little bad-assy. The high-energy videos showed activities young people enjoy doing on vacation. Everything about the videos was aligned with this target audience’s interests, including the background music emulating their well-loved music genres.
Visit Tampa Bay — Integrated Marketing Campaign for Consumers
Visit Tampa Bay was interested in showcasing their growing craft beer scene with an engaging and inspiring landing page. “Bay Crafted” was designed to highlight fun, alcohol-related material
and things to do in Tampa Bay. The landing page includes a set of six videos created to introduce Tampa Bay area brewers and their products. Also included are full brewery listings, corresponding events, access to the Visit Tampa Bay Cocktail Book “Tampa with a Twist” and direct access to sign up for the Bay Crafted Pass, a mobile-exclusive passport that unlocks prizes at each participating brewery you “check-in” at.
