PRESS RELEASE: TORONTO, ON — The Hospitality Sales & Marketing Association International (HSMAI) honored FRHI Hotels & Resorts, Americas Region with a Gold Adrian Award for digital marketing excellence for its winning entry in the 59th annual Adrian Awards, the largest and most prestigious global travel marketing competition. The winning campaign, entitled F-Scapes, was created by Toronto agency FUSE Marketing Group Inc. and won in the Integrated Market Campaign for Consumers (B2C) category. This year’s contest was one of the most competitive in history, garnering more than 1,300 entries from around the world, with entries judged by distinguished executives from all sectors of the industry. HSMAI paid tribute to FRHI and FUSE during the annual HSMAI Adrian Awards Gala, a black-tie affair attended by more than 1,000 hospitality, travel and tourism marketing executives at the New York Marriott Marquis on February 16.
The F-Scapes campaign was designed to promote insider experiences unique to FRHI’s luxury hotel collection leveraging user-generated video content in a tactical fashion to drive leisure business. In order to help FRHI’s Fairmont and Swissôtel properties in the Americas Region break through the clutter of the summer hospitality landscape, FUSE kicked off the 2015 campaign by designing and developing a fully responsive website to act as the hub for Destination Inspiration, offering rich experiences in keeping with the group’s luxurious and sophisticated image. FUSE created a “moving mood board” that inspired and enticed travelers to explore each destination in greater depth. Focusing on experiences dubbed Adventurous, Cultural, Epicurean and Relaxing, fscapes.com enabled guests to connect with the company’s exceptional North American properties and one-of-a-kind guest packages, available exclusively from Fairmont and Swissôtel. The campaign garnered international media attention including key trade and consumer publications.
“Fairmont, in particular, is an iconic brand, and we’re honoured to be recognized for the F-Scapes campaign,” said Stephen Brown, president, FUSE Marketing Group. “We love the element of merging consumer-generated content into digital ads that visually capture consumer experiences for such a specific upscale brand, and created a unique digital home for that content at fscapes.com, which is an FRHI destination all on its own.”
“The work that our partners at FUSE produced captured the essence of our brand – sophisticated, luxurious and connected,” explained Jeff Doane, vice president, sales & marketing, Americas for FRHI Hotels & Resorts, which manages the Fairmont, Raffles and Swissôtel brands. “We’re proud to inspire our guests with unique travel experiences and capture their imaginations when planning vacation travel, and we’re thrilled to be recognized by such an esteemed group as HSMAI with a prestigious Adrian Award.”
“We are continually amazed by the creativity of the Adrian Award submissions,” added Fran Brasseux, HSMAI executive vice president. “We received an incredible number of outstanding Adrian Awards entries this year, and we are excited to recognize so many innovative companies that will undoubtedly continue to make an impact in the hospitality advertising, public relations and digital marketing industry.”
In addition to commending FRHI Hotels & Resorts and FUSE Marketing’s award-winning work, the Gala and dinner reception honored lifetime achievement in travel/hospitality marketing, as well as The HSMAI Top 25: Extraordinary Minds in Hospitality Sales, Marketing, Revenue Optimization. More information and winning entries are accessible in the Adrian Awards Winners Gallery online following the gala at www.adrianawards.com.