Statement of Communications

The 2021 Adrian Awards judges examine the Statement of Communication and supporting materials provided with each entry. Again this year, many of the categories have been streamlined to allow for easier entry with fewer required fields.

To ensure impartiality on the part of all judges, agencies should refrain from using their company names within their text. When preparing your documentation keep in mind that you are limited to 2,000 characters per category text box. However, please be as descriptive and concise as possible. Spaces count as characters. Below are more details on the Statement of Communication for each area of the competition.

STATEMENT REQUIREMENTS FOR TRADITIONAL ADRIAN AWARDS ENTRY CATEGORIES

(The information below appears as text fields within the entry site online form.)

Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

 

STATEMENT REQUIREMENTS FOR CORPORATE SOCIAL RESPONSIBILITY ENTRIES

(The information below appears as text fields within the entry site online form.)

Situational Analysis: Please provide a brief background on the project.

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership:  Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

STATEMENT REQUIREMENTS FOR RECOVERY CAMPAIGN EVOLUTION ENTRIES

(The information below appears as text fields within the entry site online form.)

Situational Analysis: Please provide a brief background on the original initiative and how it evolved as conditions changed from pandemic to recovery.

Goals: Clearly state your goals. What did you strive to achieve with this initiative and how did your goals change over time?

Results: Which of your goals did you achieve and how? How did you measure the effectiveness of the initiative?

STATEMENT REQUIREMENTS FOR RECOVERY MARKETING ENTRIES

(The information below appears as text fields within the entry site online form.)

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Budget: Please include total budget vs. total actual cost. How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?

STATEMENT REQUIREMENTS FOR TECHNOLOGY INNOVATION ENTRIES

(The information below appears as text fields within the entry site online form.)

Objective(s): What problems did the sales, marketing & guest satisfaction, or revenue optimization technology aim to solve?

Innovative use of technology: The extent to which new directions are charted or old challenges are resolved by using the technology in a new way.

Implementation & creativity: How was the technology implemented so that it was easy to use, solved a manpower problem, streamlined a function, or fueled recovery?

Results & evaluation: How did the technology move the department or business forward to achieve goals, revenue or otherwise?

STATEMENT REQUIREMENTS FOR DIVERSITY MARKETING ENTRIES

(The information below appears as text fields within the entry site online form.)

INDIVIDUAL ENTRY:

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your marketing?

Initiatives: Describe the promotion. What was your organization’s message and how does it foster diversity? How was the target audience channel developed/pursued?

Results: Please describe how your organization was purposeful in advancing diversity through this initiative. Please describe the metrics you used to judge success. What were the forecasted and actual outcomes described in your Key Performance Indicators (KPI)? What impact did the initiative have on your organization and for your customers?

CAMPAIGN:

Goal: How did you demonstrate that you are committed to advancing diversity in your organization through your campaigns?

Initiatives: What was your approach to this campaign and how was the organization purposeful in advancing diversity through it? What types of data did you use to support your plan? How many locations were involved in the campaign? How did you effectively reach diverse audiences? What was the message?

Results: What metrics are you using to evaluate diversity (soft and/or hard metrics)? Were you successful at meeting forecasted goals? Was it limited to a specific promotion or across multiple creatives? What impact did the campaign have on your organization? How did this campaign change your brand’s perception amongst travelers?