Bermuda Tourism Authority and Turner win Best of Show (and go Platinum) at the 2017 Adrian Awards
Presented By The Hospitality Sales & Marketing Association International (HSMAI), The Awards Are Considered The Oscars Of The Travel & Hospitality Industry
— TURNER, a progressive communications agency dedicated to the intersection of earned, owned and paid media strategy, and the Bermuda Tourism Authority (BTA) won big last night at the 60th Adrian Awards ceremony. Presented by the Hospitality Sales & Marketing Association International (HSMAI) at the New York Marriott Marquis, this is the largest and most prestigious travel marketing competition globally, and 2017’s contest attracted more than 1,200 entries from around the world, judged by top executives from all sectors of the industry.
TURNER and the BTA led a highly competitive field, winning a Public Relations Platinum Award, which was subsequently awarded the Best of Show distinction for the Bermuda: Finding an Island’s Adventurous Side campaign. The campaign, which repositioned the island as an adventure destination, generated a wide array of top-tier media coverage, supporting tourism growth and attracting a younger generation of travelers. Best of Show Awards are the highest honor in each of the three award categories of the evening. In addition, the BTA also won Adrian Awards for brand and print advertising (Gold and Silver Awards, respectively) alongside its partner MMGY Global.
“Editorial coverage is a key driver for consumers when deciding where to travel,” said Victoria Isley, BTA Chief Sales and Marketing Officer. “We are very fortunate to have so many captivating Bermuda stories to pitch and share with journalists. Bermuda has incredible storytellers who speak with passion and love for their country, which is resonating with consumers. We are grateful to have these ingredients and use them to set Bermuda apart and break away from the sea of sameness in the travel industry.” Ms. Isley was also honored earlier in the evening as a “Top 25 Extraordinary Mind”, selected by an HSMAI committee of senior executives from the travel industry.
Bermuda’s tourism industry boomed in 2016 following a series of strategic marketing campaigns implemented over the past 24 months, turning the tide on a three-decade struggle with declining demand and visitation. Vital to this growth was a shift in messaging that positioned Bermuda as a destination with a year-round adventure offering, resulting in accolades from Outside Magazine, Men’s Journal, Triathlete Magazine, Wall Street Journal, and others. As a result, Bermuda is attracting a younger demographic: seventy-eight percent of the visitor growth through the first six months of the year comes from travellers under 45 years old, an age group that enjoys experiential travel, adventure activities and cultural events.
“The HSMAI Adrian Awards have been recognizing excellence in the hospitality and travel industry for six decades,” said TURNER Chief Strategy and Integration Officer, Angela Berardino. “To be singled out with our partners at the BTA for a Best of Show award is a huge honor… and we’re just getting started in bringing Bermuda’s story to the world.”
2017 is looking even brighter, due to a slew of recent awards and accolades for the destination, not least of which include being named as one of the top destinations to visit by the Associated Press, Condé Nast Traveler, Frommer’s Travel, Ebony, Islands, and Travel + Leisure, amongst many other exclusive titles.
