The Hospitality Sales & Marketing Association International (HSMAI) presented Dana Communications with the Platinum Adrian Award at a black-tie gala held at the New York Marriott Marquis on January 31. In its 54th year, the Adrian Awards showcases industry achievers and ROI-producing materials. The Platinum Award commemorates one of the highest achievements of this prestigious international competition.
Dana’s winning entry was created for Millennium Hotels and Resorts to promote awareness of and interest in Millennium’s We Love Agents® travel agent rewards and recognition program. Agents were asked to participate in the MUriel Makeover contest. MUriel, the program’s beloved cow mascot, highlights Millennium’s GDS code: MU. The strategy was to increase excitement among agents with a limited budget. During the time of the contest promotion, 11,513 agents visited the WeLoveAgents.com website, 877 agents downloaded the entry form, and 77 took the time to design a new MUriel. What’s more, 721 new agents joined the program, leading to a 7% increase in agent bookings. The entry can be viewed at www.adrianawards.com.
Dana also received a Silver Adrian Award for its Check-In On Us promotion for Sheraton Hotels, and a Bronze for the I “like” Turtle Bay Resort social media campaign.