ALBUQUERQUE, NM (February 3, 2010) – The Hospitality Sales & Marketing Association International (HSMAI) recognized the Visit Albuquerque (Visit Albuquerque) with a Best of Show Adrian Award for web marketing excellence for its winning entry in the 53rd annual Adrian Awards Competition, the largest and most prestigious travel marketing competition globally.

HSMAI paid tribute to the Visit Albuquerque during the 20th annual HSMAI Adrian Awards Gala, a black-tie affair attended by top agency hospitality, travel and tourism marketing executives, on Feb. 1, 2010 in New York.

The Best of Show and Platinum Adrian Awards were given for the Visit Albuquerque’s 2008 holiday video card. “The Life of a Brown Paper Bag” is a two-minute video that conveys everything that happens in the life of a brown paper bag including the most beautiful example being a holiday luminaria in Albuquerque. The topic was selected to demonstrate the unique holiday tradition in New Mexico of lining rooftops and pathways with luminarias. The holiday video was the most effective holiday message Visit Albuquerque has ever implemented reaching almost 30,000 people. The video was concepted, scripted, shot and edited by the in-house marketing team at Visit Albuquerque and total cost of the video was just over $500.

This year’s competition attracted nearly 1,100 entries from around the world, with entries judged by top executives from all sectors of the industry. Only 20 Platinum awards were given out. Only one Best of Show was awarded in three categories – web marketing, public relations and advertising.

“This award clearly demonstrates what a tremendous marketing team we have assembled at Visit Albuquerque. This video was created in-house and for just over $500 exemplifying our professional staff can create strong demand and awareness in efficient and innovative ways. And to be recognized on this international stage among such industry giants makes us remarkably proud to represent Albuquerque,” said Dale Lockett, President/CEO of the Visit Albuquerque.

Visit Albuquerque is among a prestigious list of winners. Other Best of Show category winners were the San Diego Zoo for advertising and Tourism Queensland for public relations.

“The entries we received this year showcased the high level of creativity, innovation and aptitude from travel-related industry and agency professionals,” said Fran Brasseux, executive vice president of HSMAI. “The Adrian Award winners wowed the judges with thought-provoking entries that generated strong ROI, and the Best of Show winners truly are the “best of the best.”

In addition to winning the Best of Show, the Holiday Video was one of only 20 Platinum Award winners. Visit Albuquerque also received a Bronze Adrian Award for its Summer Affordability Campaign, which was conducted over the summer of 2008. The campaign highlighted the reasons that Albuquerque was the perfect, affordable destination during a period of all-time high gas prices. The affordability campaign was created in partnership with Visit Albuquerque’s advertising agency, McKee Wallwork Cleveland.

When the holiday video card was released it received many positive replies; some from those who were forwarded the video, proving that it went viral including:

Roger J. Dow, President & CEO of the Travel Industry Association of America: “I LOVED your brown bag holiday video. Creative, engaging and unique to Albuquerque.”

Jim Brody of TripAdvisor in his e-newsletter: “Albuquerque Goes Viral for the Holiday: The Visit Albuquerque has released a terrific video for the holiday season that beautifully promotes the area."

The holiday video can be viewed at:  

In addition to celebrating Visit Albuquerque’s award-winning work, the Gala honored lifetime achievement and the “Top 25 Most Extraordinary Minds in Sales and Marketing.” Case studies on each of the Best of Show and Platinum Award winners will be featured in an upcoming HSMAI publication, and all winning entries are accessible by HSMAI members in the Adrian Awards Winners Gallery online at  

HSMAI is the hospitality industry source for knowledge, community, and recognition for leaders committed to professional development, sales growth, revenue optimization, marketing, and branding. With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry, and bringing together customers and members at annual events, including HSMAI's Affordable Meetings®. Founded in 1927, HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region. For more information on HSMAI, contact the Hospitality Sales & Marketing Association International, 1760 Old Meadow Road, Suite 500, McLean, Va. 22102; (703) 506-3280; fax (703) 506-3266, or visit the website at  

About Visit Albuquerque
The mission of the Visit Albuquerque is to stimulate economic growth by marketing Albuquerque as a visitor and convention destination. For more information, please call 505.842.9918 or visit our web site at