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Judges evaluate entries in five equally weighed categories and score based on a graduated point system ranging from 0-50 shown below:
- Marketing Objectives 10 points
- Creativity 10 points
- Quality 10 points
- Content 10 points
- Results 10 points
- Total 50 points
HSMAI invites approximately 200 industry experts to serve as members of the Adrian Awards judging panel. Judges are comprised of advertising, public relations, communications, media, and digital professionals, along with leading members of the travel community. Judges determine category scores independently of one another and are asked to evaluate each entry based on its own merit and success with achieving its objectives as outlined in the entry’s Statement of Communication. Scores are then added cumulatively, and an average score is determined.
Each entry is scored by a minimum of three judges. Entries are not judged against other entries in their category. Therefore, it is possible to have multiple entries place at the gold, silver and bronze levels within a single category. All scores are computed electronically online and then reviewed and verified by officials of HSMAI. Final scores are not revealed.