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HSMAI's 53rd Adrian Awards Honors Top Companies and Individuals
in Hospitality Advertising, Public Relations and Web Marketing

MCLEAN, VA (Feb. 2, 2010) – The Hospitality Sales & Marketing Association International (HSMAI) presented the winners of its 53rd annual Adrian Awards at the New York Marriott Marquis on Monday night.

The Adrian Awards honor the top companies and individuals in hospitality, travel and tourism advertising, public relations and web marketing. The evening also featured specialty awards from DEPARTURES Magazine, Google, TRAVELCLICK, and TripAdvisor.

“This year’s Adrian Awards was a night filled with undeniable talent and innovation,” said Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI. “HSMAI is proud of the 2009 winners for their creativity and immense skill.”

USA TODAY reporter Barbara De Lollis opened the 2010 Adrian Awards Gala
at the Marriott Marquis Feb. 1, 2010 in New York City. (Thos Robinson/Getty Images)

USA TODAY reporter Barbara De Lollis 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 prestigious Platinum winners were judged to be the most extraordinary entrants from a selection of 123 Gold winners. Chosen from the Platinum winners, the highest distinction of Best of Show for the divisions of advertising, public relations and web marketing went to:

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.


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


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


Albuquerque Convention & Visitors Bureau  -
Dolce Hotels and Resorts     -
Morgans Hotel Group ZAAZ
Tourism Queensland  Cummins Nitro
Howard Johnson  
Berlin Cameron
The Bahamas Ministry of Tourism Weber Shandwick and phearcreative

HSMAI Adrian Awards Gold Award winners were honored throughout the Gala and displayed during the Gold Award Gallery Reception, presented with partner Expedia Media Solutions, prior to the Gala.

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 & 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.”

A new addition to the Adrian Awards line-up was TripAdvisor’s Travelers' Choice Best Hotels and Brand Awards. Their top brand award went to Ritz-Carlton.

The DEPARTURES Magazine Luxury Marketing Achievement Award was presented to Abercrombie & Kent Residence Club and ISM.

TRAVELCLICK paid tribute to the best integrated eMarketing program in the hotel industry with the eMarketer of the Year award, presented to Joie de Vivre Hospitality.

Google’s Wisdom of the Crowds Award, which recognizes an integrated marketing campaign that today's travelers and HSMAI members choose as the best in its class, went to the San Diego Zoo.

Founded in 1957, the Adrian Awards embraces every segment of the industry, including hotels, airlines, cruise lines, car rental companies, destinations, credit card companies and more. Winners are selected from a field of 1,100 entries by senior industry and media experts.  For more information, visit

HSMAI is the hospitality industry source for knowledge, community, and recognition for leaders committed to professional development, sales growth, revenue optimization, marketing, and branding. With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry, and bringing together customers and members at annual events, including HSMAI's Affordable Meetings®. Founded in 1927, HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region. For more information on HSMAI, contact the Hospitality Sales & Marketing Association International, 1760 Old Meadow Road, Suite 500, McLean, Va. 22102; (703) 506-3280; fax(703) 506-3266, or visit the website at For more information on the Adrian Awards Competition and Gala, visit


Rachel Rosenberg

Also See: HSMAI Names the Top 25 Minds in Hospitality and Travel Sales and Marketing; Winners to be Honored at Adrian Awards Gala / January 2010

HSMAI Names the 37 Advertising Division Award Winners, the 53 Public Relations Division Award Winners and the 33 Web Marketing Division Award Winners for the Year 2009 / December 2009

HSMAI's 52nd Adrian Awards Honors Top Companies and Individuals in Hospitality Advertising, Public Relastions and Web Marketing / January 2009

HSMAI's Adrian Awards, Known as the “Oscars” of Travel and Hospitality Marketing, Presented at Gala In New York City / February 2008

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