Platinum Awards are given only to the “most ingenious and forward-thinking sales and marketing campaigns in the travel industry” – campaigns that “outperform all competitors with creativity and exceptional results.” The most outstanding entries from each of three categories were judged the best-of-the-best from all the Gold winning entries in their respective categories. The winners – including the Tourism Department – were presented via a multi-media video presentation, and were welcomed on stage to accept their awards.
The Tourism Department’s “The Best Place in the Universe: New Mexico, Earth” television and print advertising campaign – in which office-bound “aliens” deliver the message that New Mexico truly offers the best vacation experience in the universe – was a winner in the “Convention and Visitors Bureau/ Destinations / Offices of Tourism” category.
“Only eight Platinum Awards were given in the advertising category,” Secretary Cerletti said, “out of 1,300 entries from around the world and 224 Adrian Award winners (Gold, Silver and Bronze). It was a great honor. We were in great company to begin with, but to be singled out as one of only eight is pretty special. The only higher award given in the category was Best of Show, which went to Delta Airlines.”
The Adrian Awards are presented by Hospitality Sales & Marketing Association International, an organization of sales and marketing professionals representing all segments of hospitality, travel, and tourism. Approximately 200 industry experts serve as members of the Adrian Awards judging academy. Comprised of advertising, public relations, media, and Internet marketing professionals, along with leading members of the travel community, the judges critique each entry’s marketing objectives, creativity, quality, content and results.
“I liken the winning of the Platinum Adrian Award for our advertising campaign to the Grand Marshal’s Trophy awarded our float in this year’s Tournament of Roses Parade,” Secretary Cerletti said. “In this day and age, it is hard to imagine anything seen or read that would have the uniqueness to cut through the clutter and encourage folks to consider New Mexico when making their vacation plans. We feel confident both marketing initiatives have done just that, and we now have that confirmation from experts. This is quite an honor.”
The new advertising campaign was conceived by the Tourism Department’s contracted advertising agency, M&C Saatchi, and the Department. Its tone is funny, lighthearted and witty. Likeable, but severe-looking aliens (designed by Hollywood special-effects legend Stan Winston), are ensconced in day-to-day office situations. Despite their ferocious appearance, their down-to-earth conversation leads us to believe they are more of this world than of another. And of course, also like us, they can’t wait to get back to New Mexico. “With so many phenomenal experiences waiting in New Mexico,” one alien tells the others, “the word is out: It may just be the best place in the universe.”
“This is an incredible independent endorsement for the campaign and our congratulations to the whole team, particularly the New Mexico Tourism Department,” said Stephen McCall, Group Account Director for M&C Saatchi. “It is not only the envy of other tourism departments, but it is also effective in bringing travelers to the State of New Mexico. We obviously could not do it without a great client.”
Michael Verikios - Tuesday, February 05, 2008