Myriad Travel Marketing was honored with a Platinum Adrian Award for their ground breaking South African Tourism Global Branding Campaign.
Myriad accepted the award at the HSMAI Awards Ball held in New York City last Monday.
Winning the Destination Advertising Category, Myriad’s campaign captured the experience of a South African vacation in television and print applications. Myriad utilized the global marketing research conducted by South African Tourism to execute a campaign quickly and on strategy.
Through research, key insights were developed to tailor the subjects, imagery and message in primary markets. A graphic tagline was developed to depict the campaign theme: “It’s impossible.becoming, “It’s possible.The statement reveals that South Africa is a country that has made the impossible, possible. And what the traveler thought was impossible to experience on vacation is indeed possible.
On hand to accept the award was the Myriad team that developed the campaign including: Al Merschen, Managing Director, Asher Hung, Creative Director and Julie Averay Cuesta, Account Executive. “We are delighted to receive this award in recognition of this successful campaign,said Merschen. “It represents the true spirit of the destination and captures the essence of what makes a visit to South Africa different than any other place on earth.
Proving that strong creative can perform, the campaign has seen success through an increase in visitor arrivals. Exceeding goals, the American market achieved a continued growth rate of 13.8% in visitor arrivals in the first quarter of 2005. A record 1,795,989 foreign arrivals were recorded in South Africa for the first three months of 2005, a 10.3% increase over the prior year from all global markets.
To view the winning creative please visit http://www.myriadmarketing.com/southafrica
About Myriad
Myriad Travel Marketing, with offices in Los Angeles and New York, specializes in providing strategic direction and tactical solutions for the travel and tourism industry. Myriad’s client list includes tourist offices, convention bureaus, airlines and travel companies. They offer a complete range of integrated services, including, advertising, branding, representation, public relations, research and partnership marketing programs. In addition to South Africa Tourism, Myriad has provided branding strategies for other clients including Signature Travel Network (USA), Insight Vacations and Metropolitan Touring (Ecuador).
About The Adrian Awards
The Adrian Awards honor creative brilliance and best practices in hospitality, travel, and tourism-related marketing. In its 49th year, the competition has evolved into the world&39;s most renowned and prestigious advertising, public relations, and web marketing competition specifically tailored for the hospitality, travel, and tourism industries. The competition embraces virtually every area of the travel industry including hotels, airlines, cruise lines, car rental companies, destinations, credit card companies, and many more.
In 2005, the competition attracted over 1,200 entries from 35 countries. The Adrian Awards are presented by the Hospitality Sales&Marketing Association International (HSMAI), an international organization of sales and marketing professionals representing all segments of the hospitality industry.
For more information please contact:
Al Merschen
Managing Director
Myriad Travel Marketing
Phone: 310-545-4200
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