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2022 HSMAI Adrian Award Client Wins

Madden Media is excited to announce four of our clients won a total of six 2022 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 this past year.

Congratulations to the following destinations:

Gold Award

Silver Award

Bronze Award

GOLD: Visit Idaho — Integrated Campaign – B2C

Together with Visit Idaho, we created the “Beyond Words” campaign. What will serve as the foundation for a multiyear campaign, “Beyond Words” is deeply versatile at its core, transforming to suit our target travelers, Idaho’s vast adventures, all four seasons, and the diverse geography across the entire state. The campaign cuts through the noise of advertising to reach consumers as they began to plan their trips and educate audiences about the opportunity for adventure found throughout Idaho.

SILVER: Visit Idaho — Integrated Campaign – Corporate Social Responsibility

Visit Idaho represents a state that is home to five federally-recognized Native American tribes. Our goals were to connect with the tribes, preserve local culture through education, and build relationships between the local tourism industry and the Indigenous peoples who live in the state. We collaborated closely with the Native-owned organization NativesOutdoors to build a campaign that represents Idaho’s tribes and highlights Native American artists. We worked alongside the tribes to create these components: two print stories in the 2022 Official Idaho Travel Guide (“Translation Through Art,” a profile of three older Native American artists, and “Climbing the Selkirks,” a first-person account of rock climbing by NativesOutdoors CEO and a female, Indigenous photographer), three video profiles of on-the-rise Native American artists who are carrying on tribal traditions and one digital exclusive story, “Inspiring the Next Generation,” which is a companion to the videos.

BRONZE: Visit Buffalo Niagara — Digital-Website

Visit Buffalo Niagara’s new site spotlights the destination’s energy and better connects each website visitor to Buffalo’s brand identity. As the city continues its renaissance with new hotels, attractions, and more opening in 2023, we wanted to ensure that the website reflected the same energy for a breakthrough year ahead.

BRONZE: Florida’s Sports Coast — Digital-Website spotlights the destination’s energy and active nature, and better connects each website visitor to Florida’s Sports Coast’s brand identity. Madden streamlined navigation, crafted a dynamic layout, produced creative assets that celebrated diversity, and developed a rich storytelling library. Both existing and new content were optimized with SEO best practices while still telling the story of the communities that make up Florida’s Sports Coast. New videos, animations, graphics, and illustrations capture the spirit of the destination and keep visitors engaged throughout the website.

BRONZE: Visit Port Aransas — Digital-Multimedia Multiple Channels

The Salty Stories series set out to introduce potential visitors to the human side of Port Aransas, Texas. This destination is blessed with one of the best beaches along Texas’ Gulf Coast, making it all too easy for visitors to overlook the eclectic island community that’s worth exploring. The Salty Stories Series used a mixture of traditional interview videography, shots of the interviewees interacting with their day to day tasks, relevant locations, and B-roll shots collected around the island. This intentional mixture pulls the viewer into the story, strengthening the connection between the community of Port Aransas and the beach they may be more familiar with visiting.

BRONZE: Visit Port Aransas — Digital-Contest/Sweepstakes

The pandemic caused many Texas businesses to close, and these restrictions were especially harmful to the bar and restaurant industry. This resulted in Margarita Madness, which we brought to life for the second year in a row. 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.

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