Mower has again been recognized with multiple Hospitality Sales & Marketing Association International (HSMAI) Adrian Awards, demonstrating the agency’s longstanding excellence in the travel and tourism industry. The independent marketing, advertising and public relations agency was awarded Bronze in the Feature Placement category for its work on Harbor View Hotel (Edgartown, Mass.) as well as Bronze in the Integrated Marketing Campaign category on behalf of CIE Tours International.
For Harbor View Hotel, Mower’s aim was to increase awareness of the hotel’s Captain’s Cottages, highlight the appeal of vacationing on Martha’s Vineyard and generate positive impressions of Harbor View Hotel among a new demographic. Mower coordinated with a New York City-based writer to experience the hotel, arranged a site tour, provided information before, during and after her stay and fact-checked her story prior to posting. The resulting placement not only reached the intended target audience, conveying the hotel’s key messaging and showcasing the hotel in a new and exciting way, but also framed Harbor View Hotel’s Captain’s Cottages as an ideal choice for newlyweds.
After research identified “Knowledge Questers” (travelers, usually educators, that immerse themselves in a new place and seek exclusive access, authentic experiences, and in-depth knowledge) as a core buyer, CIE Tours and Mower launched a brand-building campaign targeting this important segment. The Quest for Knowledge: CIE Tours Celebrates Educators campaign launched during May’s Teacher Appreciation Month and gave educators the opportunity to feed their love of learning on a guided vacation through Ireland and the U.K., led by expert locals who share a passion for discovery and pride in their homeland. Mower earned coverage for the Teacher Appreciation Deal that generated more than 64 million impressions. The agency also coordinated a paid social strategy that reached more than 18,000 new prospects.
“Being recognized with multiple Adrian Awards is always an honor and it signifies both the quality of the brands we represent as well as our consistent ability to collaborate with them and share their stories with passion, honesty and creativity,” said Mary Gendron, senior vice president, managing director and head of Mower’s Travel and Tourism specialty.
Mower’s Travel and Tourism specialty represents many of the world’s most iconic travel brands with a full range of services that include everything from traditional and digital marketing and PR campaigns to website development and reputation management.