The Visit Albuquerque's award-winning entry was for a public relations campaign, specifically in the consumer marketing program category. The entry focused on the work the CVB did to promote Breaking Bad tourism, and the number and quality of travel media stories that resulted from this project. At the time the award was submitted, there were more than 500 articles, resulting in nearly $1 million in publicity value and more than 20,000 visits to the Breaking Bad page on www.visitalbuquerque.org. The numbers have continued to climb since then.
"We are honored to accept this prestigious award on behalf of our tourism industry partners and our PR department. They were incredibly creative in showcasing the Breaking Bad tourism story," said Tania Armenta, vice president of marketing for the Visit Albuquerque. "We were in competition with some of the biggest names in the travel industry, and this recognition for Albuquerque and the tourism industry is significant."
This year's contest attracted more than 1,200 entries from around the world, with entries judged by top executives from all sectors of the industry.
"As the advertising, public relations and digital marketing realms are constantly evolving, the bar is continuously set higher annually in regard to the Adrian Awards submissions we receive," said Fran Brasseux, HSMAI executive vice president. "This year, we saw outstanding entries in all categories and in particular an ability to implement integrated campaigns that garnered powerful results across multiple channels.