Sunshine Matters

At a black-tie event earlier this week, more than 1,000 industry leaders gathered to honor the best of the best in hospitality marketing.  In the category of digital marketing excellence, VISIT FLORIDA was recognized for a campaign that leveraged the passion of Florida residents and their importance in promoting the state.

During winter, while residents of other states are cold and miserable shoveling snow, Floridians are envied for living in the Sunshine State. We recognized an opportunity to tap into the pride Floridians naturally feel this time of year and created a marketing campaign designed to rename winter in Florida as “Bragging Season.”

The “Bragging Season” campaign was built on an insight: 92% of people trust their peers rather than brands when making decisions about travel (Nielsen); and there is not a more powerful time for a Floridian to carry influence than in the winter.  Through Facebook, Instagram, Twitter, YouTube, a microsite, seeded and organic social content, and paid advertising, VISIT FLORIDA expanded audience reach and increased engagement with Florida brand advocates.  The three-month campaign garnered 33.9 million impressions and more than 1 million engagements.

It’s been a true team effort at VISIT FLORIDA over several years to cultivate our Florida fans and learn how to harness their passion in promoting the Sunshine State.

Hosted by Hospitality Sales & Marketing Association International (HSMAI), the annual Adrian Awards competition is the world’s most recognized and prestigious advertising, public relations and digital marketing competition for the hospitality, travel and tourism industries.  The Adrians, begun in 1957, consider entries from every segment of the travel and hospitality industry, including hotels, airlines, cruise lines, car rental companies, and destinations, among others.  This year’s contest attracted more than 1,300 entries from over 30 countries, judged by more than 200 senior industry and media experts.

“It was a great evening to gather and honor the originality in the hospitality industry and the people behind the work,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI.  “Tonight we celebrated incredible campaigns and achievements in advertising, digital marketing, public relations, sustainable tourism, and lifetime achievement” added Fran Brasseux, HSMAI Executive Vice President.

One of the two HSMAI Lifetime Achievement recipients was George Aguel, President & CEO of Visit Orlando, who was awarded the Albert E. Koehl Award for Lifetime Achievement in Hospitality Marketing.  Aguel has more than 35 years of executive-level experience in sales/services/operations and marketing.  Prior to Visit Orlando, he served as senior vice president of Global Corporate Alliances and Operating Participants at The Walt Disney Company in Burbank, CA. where he led worldwide management for the company’s strategic corporate partnership agreements across all business units of the company.  Throughout his 23 years with the company, Aguel also served as senior vice president of Worldwide Sales and Services for Walt Disney Parks and Resorts.  Prior to Disney, Aguel was the Senior Sales and Marketing Officer for Gaylord/Opryland in Nashville.

“When I was given the wonderful news about being selected for this award, I quickly began to think about what my career’s been like for these 40 plus years and there’s no doubt it’s been a real good one,” said Aguel.

In addition to the Adrian Awards, HSMAI selects its annual “Top 25 Most Extraordinary Minds in Sales & Marketing.”  David Fine, Senior Vice President of Sales, Marketing & Revenue Development with the PGA National Resort & Spa was among those selected to this year’s list.

Congratulations to both George and David on their selection for these honors, as well as the host of local Florida DMOs and our other marketing Partners who were also recognized with Adrians this year.  The Florida tourism industry is filled with really smart marketers who are the key to us becoming the No. 1 travel destination in the world.