Visit Frisco Earns Two Adrian Awards
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(Frisco, Texas) February 19, 2025 – International hospitality and marketing association, Hospitality Sales & Marketing Association International (HSMAI), named Visit Frisco winner of not one, but two 2024 Adrian Awards. The Strategic Takeover Summer Marketing Campaign titled The Summer That Plays was selected as the Bronze Medal Winner in the Integrated Campaign, Business to Business Category. And, in the Influencer Campaign Category, Visit Frisco's Golf Girl Games Influencer Partnership took home the Silver Medal.
The Adrian Awards recognize travel marketing organizations for innovative sales and marketing efforts in advertising, public relations, and digital marketing. For 68 years the Adrian Awards have honored excellence in travel marketing and embraced every segment of the industry from hotels, airlines, and cruise lines, to destinations, and more.
Strategic Takeover Summer Marketing Campaign
Frisco faced the challenge of increasing summer family tourism from nearby drive markets. With many destinations vying for the attention of families, we sought to create a compelling campaign that would differentiate Frisco and position it as the ideal choice for summer getaways. The campaign's primary goal was to boost family visitation from Oklahoma City, Houston, and Austin. To achieve this, we developed a multi-channel strategy that leveraged a combination of Out-of-Home (OOH), digital, and net new advertising metrics. By creating a memorable presence in these markets, we aimed to capture the attention of families and inspire them to choose Frisco for their summer adventures.
- The Strategy: Digital Ads: PMAX, Demand Gen, search advertising, paid social; Streaming/Podcast Ads (iHeart Ads): Video and podcast ads targeting specific demographics and interests; Stadium Takeovers (Chickasaw & Constellation Ballparks): Video board promotions, activation tables, posters, and giveaways; Landing Page Optimization: Focused on user experience and conversion tracking
- The Results: Overall Campaign Sessions: 429,982; New Users 354,896; Engagement Rate: 46%; Ad Impressions: 7,195,108; Ad Clickthrough Rate: 3.83%; Ad Visits to Site: 180,989
Golf Girl Games Influencer Partnership
In June 2024, Visit Frisco partnered with the rapidly growing social media account, Golf Girl Games, to celebrate Women’s Golf Month.
- The Strategy: A four-day hosted FAM trip to Frisco for the Golf Girl Games crew, featuring pro golfers, former college players, and their production team. A fully loaded itinerary that included two golf rounds and diverse destination experiences beyond the greens. Extensive and detailed deliverables to maximize reach and exposure. To engage the community, we partnered Golf Girl Games members with local junior golfers for two competitions at Omni PGA Frisco Resort.
- The Results: Over 75 creative assets shared; Reached 3.5M users with 20.7M Impressions; Generated an estimated media value of $3.9M
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About HSMAI
The HSMAI Awards recognize hospitality brands and agencies for creativity and innovation in advertising, digital, public relations, communications, and integrated campaigns. 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.org.
About Visit Frisco
Founded in 2003, Visit Frisco has grown in tandem with the extensive growth of leisure travel, sports, and meeting facilities within the city. It’s the organization’s mission to generate a positive awareness of Frisco as a premiere destination for meetings, sporting events, conventions, trade shows, leisure travel, and to positively impact the economic base of the City of Frisco. Official accreditation recognizing excellence and achievement was awarded in 2009 by the industry organization Destination’s International. For more information, head to VISITFRISCO.COM.
Contact:
Kelly Walker
M: 469-915-8517