Media Release
March 25, 2021

Although the 64th annual Adrian Awards Gala had to be held virtually last night, the Hospitality Sales & Marketing Association International (HSMAI) once again celebrated the tourism industry in style, honoring the Amelia Island Convention & Visitors Bureau (AICVB) with one Silver Award and two Bronze Awards. The focus of this year’s Adrian Awards was on best practices, innovation and community in categories related to work done in response to the coronavirus crisis. The three awards won by the AICVB were for marketing initiatives that reflect this challenging new tourism landscape, including an augmented reality portal, the “Tourism Gives” program, and the “Moments” campaign.

“To have our marketing team’s work again recognized as some of the best in the world is particularly meaningful this year,” said Gil Langley, President and CEO of the Amelia Island CVB. “Slashed budgets and unprecedented blows to global travel required us to dramatically alter our marketing strategy, with award-winning efforts to rally our community to help sustain our most vital industry and workforce, and appeal to an entirely new reality for travelers.”

During the 2020 Adrian Awards ceremony, the AICVB received a Silver Award in Digital Marketing for its Augmented Reality (AR) portal. The AR portal is an extension of the 2019 Augmented Reality mobile app program that enables visitors to experience a collection of custom-designed, three-dimensional animations they can bring to life at key locations around the island and through the Amelia Island Visitors Guide.

The AICVB also won a Bronze Award for the “Tourism Gives” campaign (crisis communications), and the “Moments” campaign (integrated marketing). Created in April 2020, Tourism Gives was designed to provide support for the destination’s vital hospitality industry which has been devastated by the pandemic. It grew from efforts to provide the most meaningful assistance possible to local employees and businesses directly impacted by the dramatic drop in travel. The Moments campaign utilized pre-existing assets from the award-winning “Come Make Memories” campaign, and focused on digital advertising.

All winning entries will be accessible in the Adrian Awards Winners Gallery online at Visit the site for more information on the event and competition.


About Amelia Island
Northeast Florida’s coastal treasure, Amelia Island is a barrier island rich in colorful history and breath-taking natural beauty. Amelia Island offers long, beautiful beaches, abundant wildlife, and pristine waters. Upscale resorts with world-class spas, championship golf and exclusive dining blend effortlessly with a captivating collection of bed and breakfast inns and historic districts. The island is home to Fernandina Beach, once a vibrant Victorian seaport village, and now a charming downtown district of eclectic shops, attractions, and eateries. Forget the everyday getaway; come make memories on Amelia Island. For visitor information and online planning, visit

The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Marketing Strategy Conference, Adrian Awards, and HSMAI ROC. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at, HSMAI Facebook, HSMAI Twitter, and HSMAI YouTube.

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