Local VCB wins global marketing awards

Jay Humphreys, Communications Director for the St. Augustine, Ponte Vedra & the Beaches Visitors and Convention Bureau reported to local Historic City News reporters that the marketing efforts of the VCB and the Ypartnership advertising agency are being recognized with major awards in a global competition.

Presented by the Hospitality Sales & Marketing Association International, the Adrian Awards honor creative brilliance and best practices in hospitality, travel and tourism-related marketing. The awards will be presented in New York, January 31, 2011, before worldwide industry leaders.

The Visitors and Convention Bureau, working with Ypartnership, will receive five prestigious Adrian Awards – one gold, two silver and two bronze. The gold is presented for a series of 30-second video spots; silver recognizes a Web advertising spot featuring the Fountain of Youth and the marketing campaign’s print media ads; bronze Adrians are awarded for a 30-second spot featuring Marineland’s Dolphin Conservation Center and for the campaign’s consumer radio series. The competition drew nearly 1,100 entries from around the world.

The St. Augustine, Ponte Vedra & the Beaches Visitors & Convention Bureau is responsible for successfully marketing St. Johns County and Florida’s Historic Coast as a destination for vacation travelers. The Bureau’s efforts are funded entirely by the tourist development taxes paid by travelers who book overnight accommodations in the county. Last year, visitors spent a total of $620 million in St. Johns County, paid $4.5 million in tourist development taxes and supported 14,000 jobs.

“Like most of Florida, we have faced some major challenges in the local tourism industry,” said Richard Goldman, executive director of the Visitors and Convention Bureau. “But, thanks largely to our marketing efforts, we are seeing sustained improvements. In fact, we have seen increased visitation in each of the past eight months. This is the Bureau’s first marketing campaign with Ypartnership and it reflects our new branding for the destination. Needless to say we’re extremely pleased with Ypartnership’s creativity. It’s great to have it recognized in such a spectacular manner by Hospitality Sales & Marketing Association International.”

Founded in 1927, Hospitality Sales & Marketing Association International has more than 7,000 members worldwide. It is the recognized industry leader for hospitality education, knowledge and trend identification.

“The quality of the entries submitted in this year’s Adrian Awards competition was truly outstanding,” said Fran Brasseux, Hospitality Sales & Marketing Association International executive vice president. “This year’s winners represent the most inspiring examples of travel advertising, public relations and digital marketing.”