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Nominations for HSMAI’s 2020 Adrian Awards competition will open on Oct. 1 — with a special focus on best practices, innovation, and community related to hospitality advertising, marketing, and public relations work created in response to the coronavirus crisis. Take inspiration from last year’s Platinum winners, including Contiki, whose “#VoteWithNoRegrets” campaign was recognized in the Public Relations-PR Campaign-Public Affairs/PSAs category.
BACKGROUND: Contiki wanted to build on its once-in-a-lifetime travel experiences for young people and boost engagement with its #NOREGRETS slogan. It aimed to leverage its joie de vivre philosophy and reputation among young people to increase voting and participation in the 2018 mid-term election cycle. The target audience included 18-to-35-year-olds with a propensity to travel.
CAMPAIGN: Contiki’s campaign used the slogan #VoteWithNoRegrets as its focal point, encouraging young people to vote with the same enthusiasm with which they travel. The brand offered a chance for a free trip to destinations such as Cambodia, Portugal, and New Zealand in exchange for posting an “I Voted” selfie and following/tagging Contiki on Instagram. Contiki’s strategy relied on the company’s prior research on young travelers as well as amplification from media coverage of the 2018 midterm elections.
RESULTS: The campaign generated more than 2,300 social posts hashtracking #VoteWithNoRegrets, 2 million social media impressions, and 4 billion editorial/digital impressions, with 63 stories across millennial titles and traditional media and travel publications. Instagram interactions tripled on launch day, and positive gains included 2,500 new Instagram followers and 12,500 profile visits.
The 2020 Adrian Awards are also taking nominations for the “HSMAI Hospitality Hero” award. Nominations will be reviewed each week by a panel of Adrian judges and selected Heroes will be honored weekly online leading up to the Adrian entry period, as well as at the 2021 Adrian Awards celebration. Learn more and submit a Hero nomination.