What's Happening?
The Hospitality Sales and Marketing Association International (HSMAI) has announced the opening of entries for the 2025 Adrian Awards, which recognize excellence in hospitality and travel marketing. This year's theme, 'The Exceptional Experience,' highlights the transformative power of travel marketing through innovative campaigns and storytelling. The awards have introduced a refreshed format with 30 new entry categories that reflect the latest trends in media and marketing strategies. Categories are organized by media type, including Paid, Earned, Owned, and Multi-Channel/Integrated, allowing participants to showcase their creativity and impact. The awards ceremony is scheduled for February 18, 2026, in New York City.
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Why It's Important?
The revamped format of the Adrian Awards underscores the evolving landscape of hospitality marketing, emphasizing the integration of various media channels and the use of cutting-edge technologies. By recognizing innovative strategies such as AI-generated content and immersive technologies, the awards highlight the industry's shift towards more complex and creative marketing approaches. This evolution is crucial for marketers aiming to engage audiences effectively in a competitive environment. The awards provide a platform for showcasing successful campaigns, potentially influencing industry standards and encouraging further innovation.
What's Next?
Entrants must submit their work online by September 9, 2025, with the judging process led by the Adrian Awards Judging Academy, consisting of professionals from hospitality, media, digital marketing, and communications. Judges will evaluate entries based on objectives, strategy, creativity, execution, and results. Winners will be honored at the awards ceremony in February 2026, with Gold winners competing for Platinum Awards and Best of Show recognition. The competition will continue to highlight standout programs across various media channels, setting benchmarks for excellence in hospitality marketing.
