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For more than 64 years the HSMAI Adrian Awards have awarded excellence in hospitality advertising, digital marketing, and public relations. This year, Visit Norway hit a home run and picked up "Best in Show" as well as an impressive nine other awards at the Florida ceremony.

Adrian Awards is the world’s biggest and most prestigious awards show within travel marketing. The annual competition awards winners within advertising, PR and digital marketing. This year, the awards were held in beautiful Boca Raton, Florida on March 30th, and Visit Norway were excited to receive a total of ten prestigious awards.

“This is fantastic news! We continue to deliver at a high level and were nominated for five different campaigns. This goes to show that we are not a “one-hit-wonder”, said a proud Digital Marketing Director and CMO for Visit Norway, Katrine Mosfjeld.

Praise and platinum awards for two campaigns

Of all our awards, the two campaigns "13,000 reasons to visit Northern Norway"and "Where is Will"received the highest praise and were given the prestigious platinum awards, the highest honor given by the Adrian Awards. In addition, "13,000 reasons..." also received "Best in Show", awarding a humerous campaign where the feed-back from 13,000 visitors to Northern Norway were read aloud in one take, creating the longest review of all time.

“This is crazy! The fact that the Visit Norway-team deliver this level of creativity in the middle of a pandemic from home office, says something about what we’re made of,” said Head of Creative at Visit Norway, Jon Erik Skaret. He went on to say, “A huge thank you to our extended family: Trigger, Maverix, Mediacom, Try Råd, OBHF and Plan B, who have all pushed us to create sensational results for Norwegian travel worldwide.”

Collaboration during a difficult time

The campaign “Where are you Will”, was co-produced with Maverix, Norway, while the other platinum-winner, “13,000 reasons to visit Northern Norway” was a collaborative project with NordNorsk Reiseliv and in co-operation with Trigger Oslo.

"It feels so good to get this recognition together with Visit Norway,” said Markus Eckbo Endresen, Strategic Advisor at Trigger. “In a time where the world of travel was suddenly turned upside down, we still managed to pull through and make the best communication ever. Of course, we also have the best starting point when we make travel communication for Norway,” Endresen said.

In addition to the two Platinum awards, Visit Norway secured three bronze, one silver as well as three gold medals. They also received high honors for the campaigns “Norway wins the Space race”, #forviktigforskuffen ("The drawer proof strategy") and «Relation Equation», the last of which was on behalf of the Norwegian Ministry of Agriculture and Food.

About the HSMAI Adrian Awards: Home | HSMAI Adrian Awards

For 64 years the Adrian Awards have spotlighted excellence in hospitality advertising, digital marketing, and public relations.

Marketing has been at the forefront of leading the recovery of travel as leisure and business travelers moved from reluctance to excitement to get back on the road. This year’s competition will focus on capturing the great work done by hotels, destinations and their agency partners to get the country moving again, showcase safety and security, and welcome those travelling for the first time in more than a year.

The Adrian Awards will gather and share best practices in marketing and technology, as well as celebrating individuals who have championed the recovery.