HSMAI Honours Travel Marketing Excellence At Adrian Awards

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 honour the top companies and individuals in hospitality, travel and tourism advertising, public relations and web marketing. The evening also featured speciality 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 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 travellers go for their information,” said De Lollis. “It’s immediate, it’s interactive and it’s lightening fast.”

The 2010 Adrian Awards received nearly 1100 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 humour 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)

HSMAI Adrian Awards Gold Award winners were honoured 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 recognised the Top 25 Extraordinary Minds in Sales and Marketing and presented two individuals with the top honour of Lifetime Achievement. The awards recognised 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 programme 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 recognises an integrated marketing campaign that today’s travellers 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 1100 entries by senior industry and media experts. For more information, visit www.adrianawards.com.

Joie de Vivre Hospitality as 2009 eMarketer of the Year

Monday night, the global leaders in the world of hospitality assembled in New York for the Hospitality Sales & Marketing Association International (HSMAI) Adrian Awards Gala to recognise inspiring best practices in sales and marketing for the hospitality industry. During the black-tie event, TRAVELCLICK®, the leader in hotel ecommerce solutions, and HSMAI named Joie de Vivre Hospitality the 2009 eMarketer of the Year—a recognition that reflects the superior ability to attract and convert guests through the industry’s most effective channel, the web. Joie de Vivre is the first—and only—repeat winner of the eMarketer of the Year award. The company received the award also in 2006.

Sponsored by TRAVELCLICK, eMarketer of the Year recognizes the best integrated emarketing program in the hotel industry. Contenders were judged on the strength of their web presence and booking performance driven by world-class online marketing, including website design, search marketing, emerging channels, and community development through social marketing.

Despite a recessionary economy in 2009, Joie de Vivre increased web traffic by 65 percent and grew web business by over 50 percent. The largest collection of boutique hotels in California, the chain has 35 hotels that span from the northern wine country to San Francisco to Silicon Valley and down the coast to Los Angeles. Using a creative combination of strategies, including integrated brand campaigns, alternate channels, social marketing, search engine optimization, and pay-per-click advertising—coupled with an enhanced web platform and booking engine, and strong relationships with third-party sites—Joie de Vivre has demonstrated extraordinary success in driving demand and converting bookings online.

Joie de Vivre, who won in the competition’s Chain category to qualify for the overall award, has been exemplary also in its use of social networking to grow business. From its “Five Little Words” contest on Facebook to a “Sowing the Seeds of Love” earth-friendly Valentine’s package, the company has evolved social networking into a true booking channel. Their “Twitter Tuesday” and “Facebook Friday” campaigns delivered more than 1000 room nights and expanded an already loyal community to over 10,000 fans and followers.

Accepting the award for Joie de Vivre was Chief Revenue Officer Linda Palermo. “We are delighted to receive the eMarketer of Year Award,” said Palermo. “Joie de Vivre has worked hard to understand how and where our potential guests are shopping—and which channels will bring us the greatest return at the lowest cost. We are pleased with how rapidly we’ve been able to connect guests to our brand online to generate high-value, repeat business.”

Along with naming the 2009 eMarketer of the Year, TRAVELCLICK recognized the following winners in the finalist regional and chain categories:

• Asia/Pacific Region: Zeavola Resort, Phi Phi Island, Thailand (www.zeavola.com)
• Europe/Middle East/Africa Region: Hotel Stureplan, Stockholm, Sweden (www.hotelstureplan.se)
• Americas Region: The Westin Copley Place, Boston, Massachusetts (www.westin.com/copleyplace)
• Chain Category: Joie de Vivre Hospitality, San Francisco, California (www.jdvhotels.com)

“In 2009, and more than any year before, we’ve seen the Internet come of age—marking what many have called, ‘the decade of digital disruption,’” said John Hach, Senior Vice President of TRAVELCLICK’s Digital Agency. “Today, effective emarketing is a serious science that demands true expertise. All of our contenders for the 2009 eMarketer of the Year Award have leveraged this marketing science for maximum value. We applaud them, our category finalists, and winner Joie de Vivre for their tenacious use of proven strategies that drive revenue, build brand, and expand community.”

During the gala, TRAVELCLICK also unveiled its new community, Hotel Conversations, where hotels from around the world share insights and experiences for connecting hotels and guests. To watch their video stories and join in the dialogue, visit www.HotelConversations.com.

Hurtigruten Travel Marketer of The Year

Norwegian passenger and freight line Hurtigruten, sometimes referred to as Norwegian Coastal Express in English, was chosen Travel Marketer of The Year 2009 at the HSMAI Chapter Norway Awards in the Oslo Congress Centre on Thursday 14 January.

There were a number of prize winners in totally twelve categories, among whom several received honourable mentioning, during the festive Oslo evening.

Charming yet professional

The jurors emphasised Hurtigruten’s “[…] ability to communicate in a charming, yet highly professional way, with marketing measures deeply rooted in the company’s philosophy,” with which, obviously, they have succeeded, given the company’s impressive turnaround, from considerable 2008 losses to a healthy 2009 profit.

“We have an extremely tough year behind us,” said a grateful Hurtigruten CEO Olav Fjell, adding “so you can imagine how pleased I am that we’ve managed to turn the ship around.”

“Only one year ago we had one foot in the probate and bankruptcy court, and I’m immensely proud of this achievement. At an opportunity like this I find it only timely to send my heartfelt thanks to our some 2000 employees, who’ve managed to push in the right direction, in spite of the hardships,” Mr. Fjell said.

Ingunn Hofseth, president and CEO of HSMAI Chapter Norway and HSMAI Europe, expressed her contentment with the award, too:

“I’m extremely pleased to see Hurtigruten win the prestigious award,” she said, “Especially taking their recent challenges into consideration. Also, I expect that a recognition from peers is particularly welcome,” Ms Hofseth added.

“We’ve seen a tremendous increase in the number of contributed works this year, and I have to say that I find the standards especially rewarding.”

A sample of Hurtigruten’s overseas efforts can be seen in this U.S. TV commercial:

And a few pictures, just to capture the feel of it all:

Lise Karlsnes, lead vocal of popular Norwegian group Briskeby. Photographers: Catharina Wandrup/Knut Joner

Comedian and master of ceremonies Ørjan Burøe gave the audience a good laugh on several occasions. Photographers: Catharina Wandrup/Knut Joner

And of course: Lots of mingling! Photographers: Catharina Wandrup/Knut Joner

Great deals

The HSMAI Chapter Norway Awards followed a daytime agenda on the HSMAI Meeting Exchange, taking place at the Reiseliv B2B Fair at Lillestrøm, on the outskirts of Oslo, where travel and hospitality purchasers were given a unique opportunity to meet up with some 100 vendors from a wide range of agencies and suppliers.

The HSMAI Meeting Exchange is an annual occurrence, based on the speed-dating principle, offering buyers a chance to book meetings with the industry’s leading participants.

Top photo: A happy brand and marketing manager Christian Bue Nordahl (left) and CEO Olav Fjell (centre) of Hurtigruten ASA with co-workers at the HSMAI Chapter Norway Awards. Photographers: Catharina Wandrup/Knut Joner

Welcome to our new website

For some time we have had a separate website for the European division of HSMAI in the pipeline, in addition to the national chapters – plans that finally materialise with our launch of hsmai.eu, albeit hosted on hsmai-europe.com.

We’ve decided to take things step by step, by first launching a public version of hsmai.eu, to be followed by national chapters, of which HSMAI Chapter Norway is first, upon which protected sections for members, sporting Special Interest Groups (SIG’s), fora, live chat and a host of member-exclusive features will be implemented, as well as chapter and division president blogs, to mention but a few.

As already touched on in other news, we are very eager to explore the infinite possibilities offered through social media, such as Facebook, Twitter, YouTube, LinkedIn and Flickr, as we’re confident that our presence in the arenas frequented by our members, partners, the industry itself and prospective members, will improve our over-all ability to communicate – as well as to provide a long overdue on-line dialogue.

We also acknowledge that such presence is compulsory for any kind of business or organisation in this day and age, which is why we’ve decided to be at the forefront of the so-called Web 2.0 development. As a matter of fact, our new site is based on a well-known open source blog software, so advanced it even serves as a full-blown CMS (Content Management System), tweaked and customised by our very own Internet and media specialist, in order for the site to adapt the many interactive features of the surrounding social media.

It is our sincerest hope that you find the website – and our yet very recent social media presence – useful. We also hope you take the opportunity to interact with us, which is the general idea with social media.

At this point we hope you share your views on our approach, by voicing your opinion in the comment field below.

Welcome to hsmai.eu – and welcome as our member!

We also hope you’ll join us over at:

• Facebook
• Twitter
• LinkedIn
• Flickr
• YouTube