Jamaica wins Finest Apply Gold Adrian Award in New York
The focus of the 2020 HSMAI Adrian Awards was on best practices, innovation and community, showcasing the industry’s most extraordinary efforts
- The Adrian Awards are the largest and most prestigious global travel marketing competition
- The award recognizes Jamaica’s comprehensive crisis response
- The competition has always been a showcase and benchmark for best practices in hotel and travel marketing, as well as in the media
The Jamaica Tourist Board (JTB) received a Best Adrian Gold Adrian Award from the Hospitality Sales & Marketing Association International (HSMAI) for outstanding PR services in crisis communication / management. The JTB’s contribution, entitled “Communicating Through a Crisis: A Model for Tourism Leadership,” focused on the destination’s thorough and thoughtful response to the pandemic, with an emphasis on innovative marketing and international communication. The focus of the HSMAI Adrian Awards 2020 was on best practices, innovation and community. They demonstrated the industry’s most extraordinary endeavors that will drive the recovery of hospitality and tourism.
“It is an honor to have our marketing and communications efforts recognized by an international company at a time when we have worked so hard to be real leadership in global tourism,” said Donovan White Jamaica’s Director of Tourism. “A nimble and strategic marketing approach will remain a top priority for JTB as we continue to work towards a strong recovery in the tourism industry.”
The award recognizes Jamaica’s comprehensive crisis response and ability to engage potential travelers at home due to border closings at the start of the pandemic. At the heart of the JTB strategy was the debut of GEN-C, a generation born from the shared experience of COVID-19 shutdowns. Attributed to Jamaica’s Minister of Tourism, the Hon. Edmund Bartlett, this global positioning of a new travel group was the basis for an international platform for thought leaders. The award also recognized Jamaica’s exceptional efforts to virtually promote emotional connections to Jamaican culture for the people in the home. The digital Escape to Jamaica series illuminated kitchens, wellness and music through cooking demos, fitness classes and weekly DJ sessions. Overall, the campaign achieved remarkable success with media impressions worth billions.
The Adrian Awards, presented by the Hospitality Sales & Marketing Association International (HSMAI), are the largest and most prestigious global travel marketing competition. Held annually, the competition has always been a showcase and benchmark for best practices in hotel and travel marketing and media.