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February 15, 2024
Visit Billings Honored For Outstanding Travel Marketing Programs with Three HSMAI Adrian Awards
Billings, Montana – Visit Billings, the destination leadership organization for Montana’s largest city, is being honored with three awards for travel marketing excellence by the Hospitality Sales & Marketing Association International (HSMAI) annual Adrian Awards.
The Adrian Awards, now in their 67th year, are the largest and most prestigious competition in global travel marketing. This year’s theme, WanderLOVE, highlights the stories of remarkable ads, campaigns, and experiences that sparked a love for travel, igniting a desire for exploration among travelers worldwide. Visit Billings will receive three Bronze Adrian Awards for winning entries in the categories of Advertising - Brand Campaign and Integrated Campaign - Business to Consumer for the following campaigns:
- Outsiders: The Outsiders campaign celebrates Billings, Montana, where the best people in the world are outsiders. People who crave boldness and embrace pure, unencumbered Montana in all its forms. Rock walls. Mighty rivers. Mountains stretching into big, blue skies. Billings remains true to the unique nature and culture of Montana. The Outsiders campaign aligns with the Visit Billings brand, Forge Our Own Path, encouraging visitors to explore without limits. The campaign drove an increase in awareness, measured by website visitation and paid media conversion, as well as traveler visitation, measured by hotel occupancy.
- Approved by Dogs for Humans: As part of its summer campaign to support the Billings Great American Road Trip, the team at Visit Billings decided to let Rick – the family pet – take the wheel. The campaign was based solely on travel advice from Rick, “the peoples’ pet,” and delivered to would-be visitors through social media, video and website content, such as RickTok videos, #RicksTips social units and online road trip itineraries. Additionally, website visitors were able to select some of their favorite activities through an online quiz, and based on their responses, they would get a different itinerary from some of Rick’s animal friends. In addition to Rick’s suggestions, visitors could follow the lead of Pabu the red panda (a friends getaway), Bert the bison (solo trip) or Winston the sloth (romantic getaway.)
- Southeast Montana Travel Provision Co.: Visit Billings and Visit Southeast Montana partnered to overtake Minneapolis’ prime outdoor media spaces to tempt commuters with vivid depictions of what is to come when they visit one of the country’s most desirable getaway destinations. The campaign introduced travelers to the SE Montana Travel Provision Co., an umbrella brand that blended aspects of both Visit Billings and Visit Southeast Montana. Massive displays on buses, at train stations and other high-traffic areas told the story of open-mindedness, freedom, adventure, self-confidence, and a reverence for the natural world that is perfect for travelers seeking meaningful experiences in Southeast Montana. In addition, the Southeast Montana Travel Provision Co. occupied a strong visual presence at the National Collegiate Hockey Conference (NCHC) Frozen Faceoff tournament in nearby St. Paul.
“We know what we have here in Billings is special and it brings us nothing but joy to share it with our visitors,” Aly Eggart, Leisure Marketing Director for Visit Billings. “We are honored to be recognized by HSMAI for this work that truly embodies the adventurous outsider spirit that is unique to our destination.”
“Billings and all of the Southeast Montana region have so much to offer adventurists,” Brenda Maas, Director of Marketing for Visit Southeast Montana Tourism, “and sharing our authentic opportunities and wide-open spaces as is much an honor as is being recognized with an Adrian Award.”
“The Adrian Awards celebrate the innovation and ingenuity that fuel our success and recognize the marketing leaders whose extraordinary efforts literally ‘open the doors’ to exploration and excitement,” Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. “Their work inspired the world to get out and create memories through travel, and HSMAI is proud to honor them.”
About Visit Billings
Visit Billings is a leading tourism brand in Montana comprised of the Billings Tourism Business Improvement District and the Billings Convention and Visitors Bureau and is managed by the Billings Chamber of Commerce. As a destination leadership organization, the Visit Billings team is committed to growing visitation to Montana’s Trailhead. The staff is an extension of its stakeholders (local lodging, food and beverage, attractions, and travel industry partners) working to provide sales, services, and marketing support for the region to benefit Billings’ hospitality and tourism industries. Learn more about Visit Billings and Montana’s Trailhead at visitbillings.com.
About HSMAI
The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Marketing Strategy Conference, Adrian Awards, and HSMAI ROC. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at hsmai.org, HSMAI Facebook, HSMAI Instagram, HSMAI Twitter/X, and HSMAI YouTube.