Industry Update
Press Release23 January 2020

MMGY Global Takes Home Top Honors At HSMAI Adrian Awards

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Hospitality Sales & Marketing Association International (HSMAI) honored MMGY Global with its highest accolades last night at its annual gala, with MMGY NJF winning the big award, Best of Show, for its Owning an Entire News Cycle: D-Day with The National WWII Museum campaign. The Adrian Awards is the largest and most prestigious global travel marketing competition, recognizing excellence in advertising, marketing, and public relations. MMGY Global took home a total of 40 awards, including five Platinum awards from MMGY Myriad and MMGY NJF, and 17 Gold awards across agency brands. MMGY NJF was also given the first-ever HSMAI Foundation Talent and Leadership Development award.


"I am incredibly proud of the work that our team and client partners have been recognized for this year by our industry peers," said MMGY Global President Katie Briscoe. "While these awards are the culmination of so much hard work, what continues to be most rewarding is the results we have helped deliver to our clients and the business impact we continue to see take shape. These campaigns are helping to rebuild economies, shine a spotlight on important social issues, keep history alive and so much more."

MMGY Global is the world's largest integrated global marketing firm specializing in the travel, hospitality and entertainment industries. With nine brands operating across the world, the organization maintains a global communications practice in all marketing channels, serving many of the world's premier travel and tourism brands.

This year's winning campaigns are as follows.

Best of Show

Owning an Entire News Cycle: D-Day with The National WWII Museum (MMGY NJF for The National WWII Museum)

In order to drive local and national awareness for commemorative initiatives and position the institution and its expert leaders as go-to resources for World War II insight, the agency leveraged the 75th anniversary of D-Day to prominently feature The National WWII Museum. The public relations efforts by MMGY NJF resulted in 132 broadcast segments and 13 national print placements, including a cover story in The New York Times that generated over $46.4 billion in ad value.

Additional Awards

Platinum: Today's Secret Campaign (MMGY Myriad for the British Virgin Islands)

The aftermath of hurricane Irma was widely covered in all forms of media, showing flattened islands and devastation. MMGY Myriad was conscious of the 1-year anniversary of the hurricanes and sought to find a way to communicate that the Islands were as stunning as ever and ready to welcome visitors. Today's Secret Campaign consisted of an Integrated Marketing Campaign for consumers that consisted of User Generated Content to show the British Virgin Islands as it was in the fall post-Hurricane. The campaign also included social media, print, and digital advertising which resulted in an increase in inquiries and bookings.

Platinum: Dominica - Travel + Leisure Cover Story (MMGY Myriad for Dominica)

The tragedy of 2017's Hurricane Maria was at risk of setting Dominica's tourism industry back years. The destination's hotel room stock was depleted to almost zero, and the future of tourism to the islands and any potential new development was in question. To leverage media attention generated by the hurricanes and share an optimistic story of perseverance, rebirth, and reconstruction, MMGY Myriad secured the Travel + Leisure cover along with a three-page feature story. The exposure it brought generated a 20% year-over-year increase in visitor arrivals for the January-June period and positive overall industry sentiment.

Platinum: Breaking Through the Rainbow (MMGY NJF for The James Hotel - Nomad)

Capitalizing on the exposure surrounding NYC's WorldPride celebrations, The James New York - NoMad's Love and Lipliner event eclipsed the competition in executing a multitiered campaign that included partnerships with LGBTQ-focused retailers and advocacy groups, local entertainers, major beauty brands, creative programming, and top-tier media coverage. MMGY NJF secured 151 earned media placements, garnered nine million social media impressions and increased hotel RevPAR for the dates surrounding WorldPride weekend by 50%.

Platinum & HSMAI Foundation Talent and Leadership Development Award: Salt School Disrupts the Hospitality Industry Through Educating a Community (MMGY NJF for iStar & Salt Hotels)

Salt School is a free hospitality training program created by David Bowd of Salt Hotels in partnership with iStar, Master Developer of the Asbury Park Waterfront. Open to Asbury Park residents, Salt School supported the struggling economy and instilled hope in the community to invest in themselves and their futures. The program, founded in 2016, has graduated over 470 attendees and employed more than 187 people to date.

Related Event

HSMAI’s Adrian Awards Dinner Reception and Gala

New York Marriott Marquis — New York, NY United States
event information

About MMGY Global

As MMGY Global's flagship integrated marketing communications agency, MMGY delivers creative solutions driven by research and insights from around the world. For nearly four decades, MMGY has offered a holistic approach to marketing strategy - from branding through deployment - to deliver measurable success to the world's premier travel and tourism brands.

As a company dedicated to the global travel industry, MMGY strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit

Katherine Hartley
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