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HSMAI's 54th Adrian Awards Honors Top Companies and Individuals
in Hospitality Advertising, Public Relations and Digital Marketing

MCLEAN, VA (Feb. 1, 2011) – The Hospitality Sales & Marketing Association International (HSMAI) presented the winners of its 54th annual Adrian Awards at the New York Marriott Marquis on Monday night.
A crowd of more than 800 industry and agency professionals gathered to honor the top companies and individuals in hospitality, travel and tourism industries for achievements in the fields of advertising, public relations and digital marketing. The evening also featured specialty awards from American Express, DEPARTURES, National Geographic Traveler, and TRAVELCLICK.
“This year’s Adrian Awards highlighted an unprecedented level of talent and creativity from travel and hospitality sales and marketing professionals,” said Robert A. Gilbert, CHME, CHA, president and CEO of HSMAI. “HSMAI congratulates all of the 2010 Adrian Award winners.”
The 2010 Adrian Awards received nearly 1,200 entries from around the globe. The prestigious Platinum winners were judged to be the most extraordinary entrants from the field of Gold winners. Chosen from the Platinum winners, the highest distinction of Best of Show for the divisions of advertising, public relations and digital marketing went to: 
Advertising “Best of Show” - Barbados Tourism Authority and its agency MMG Worldwide for their “Long Live Life” campaign
Public Relations “Best of Show”  - Hilton Hotels & Resorts for its “Up in the Air Film Partnership”
Digital Marketing “Best of Show”- New Mexico Tourism Department and M&C Saatchi for its “Day of Enchantment” entry

Company                                                                   Agency
Missouri Division of Tourism                                        Hoffman Lewis
The Beaches of Fort Myers and Sanibel                       BVK
Hampton Hotels                                                          Draft FCB Chicago
Barbados Tourism Authority                                        MMG Worldwide
Fairmont Hotels & Resorts                                          Anson Stoner
St. Louis Convention and Visitors Commission            Hoffman Lewis
Sandals Resorts, Emerald Bay, Great
Exuma Bahamas                                                         Hunter Hamersmith & Associates Advertising Agency   


Company                                                                  Agency  
Royal Caribbean International                                     Weber Shandwick
Hilton Hotels & Resorts                                    
The Greater Philadelphia Tourism Marketing Corporation
The National World War II Museum                           Peter A. Mayor Public Relations and Sandy Hillman Communications
Visit Orlando
The Nicaragua Tourism Board                                     Murphy O’Brien Public Relations
Offshore Sailing School                                                Redpoint Marketing PR
Abercrombie & Kent                                                   Laura Davidson Public Relations
InterContinental Hotels Group                                      Weber Shandwick


Company                                                                   Agency
New Mexico Tourism Department                              M&C Saatchi
Millennium Hotels & Resorts                                       Dana Communications
Interval International                                                    Interval International Creative Services
Visit Orlando
The Napa Valley Destination Council                          Ypartnership
Aramark Parks and Destinations                                  RTP Interactive
The St. Louis Convention and Visitors Commission     Hoffman Lewis
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 J.W. Marriott, Jr., Chairman and Chief Executive Officer, Marriott International. The Winthrop W. Grice Award for public relations excellence was bestowed upon Nancy Friedman, founder, Nancy J. Friedman Public Relations.

"I'm so proud to accept this award on behalf of our 12,000 + sales and marketing and reservation executives around the world,” said Mr. Marriott in accepting the award from last year’s honoree, Sir Sol Kerzner, Chairman and CEO of Kerzner International.  "We've been active members of HSMAI since those early years and will continue on," he added.
Nancy Friendman, after accepting her award from last year’s honoree, Vivian Deuschl, Corporate Vice President of Public Relations, Ritz-Carlton, said, "My mother once said that I majored in travel in college, and… like most mother’s …she was right.  Being able to marry my passions has provided me with a lifetime of very enriching memories.  Thank you all who helped me achieve and receive the prestigious Winthrop Grice Award from HSMAI tonight. It has truly been a magic carpet ride."
A new addition to the Adrian Awards line-up was the HSMAI and National Geographic Traveler “Leader in Sustainable Tourism” award. The inaugural Platinum award was presented to Namibia and Sustainable Travel International.
The DEPARTURES Luxury Marketing Achievement Award was presented to Barbados Tourism Authority and MMG Worldwide.
TRAVELCLICK paid tribute to the best integrated eMarketing program in the hotel industry with the eMarketer of the Year award, presented to KeyLime Cove Indoor Waterpark Resort.
The first American Express Loyalty Award went to, Welcome Rewards by, and Y&R Chicago.
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


Bo Morris
Edelman Orlando

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Also See: HSMAI's 53rd Adrian Awards Honors Top Companies and Individuals in Hospitality Advertising, Public Relations and Web Marketing / February 2010

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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