Every year, hundreds of tuxedo-clad marketing executives flock to New York City to celebrate the world’s best advertising, digital marketing and public relations campaigns in the hospitality industry. More than 1,200 entries—from some of the largest names in travel and lodging—are scrutinized by a panel of experts.
This year’s big winner was a David among industry Goliaths: Seattle’s convention and visitors bureau—Visit Seattle—walked off with the Best of Show trophy for its integrated advertising campaign, “2 Days In Seattle: What Will You Do With Your 2?”, created by Copacino+Fujikado.
The campaign is designed to boost leisure travel to Seattle during the city’s off season. The judges were impressed by Visit Seattle’s skillful combination of traditional, digital, social and mobile media to engage and persuade consumers to spend a weekend in Seattle enjoying its indoor charms: food, wine, arts and culture.
The “2 Days” campaign was not only a creative success. It helped the Seattle hotels set all-time records for occupancy and revenue per occupied room.
What’s more, it confirms our belief that innovation is the great equalizer in marketing.
Our budgets can’t compare with many Adrian Awards entries. And we were up against high-glam brands and agencies, such as Las Vegas, I ♥ New York and Wieden+Kennedy.
It’s a reminder for all of us who work on smaller brands in smaller markets that the power of imagination can overcome all of the real or perceived obstacles that stand in the way of great marketing. Big ideas, not just big budgets, are the way to a consumer’s heart. And, apparently, to the hearts of the Adrian awards judges as well.
Our sincere thanks to the HSMAI—and to a great client, Visit Seattle—for this recognition.