NASSAU, The Bahamas  – The Hospitality Sales & Marketing Association International (HSMAI) honored The Islands of The Bahamas with two of the coveted Adrian Awards for web marketing excellence for their winning entries in the 53rd annual Adrian Awards Competition. The Bahamas accepted these awards at last night’s 20th annual black-tie awards gala held at the Marriott Marquis in New York, NY. The HSMAI Adrian Awards Competition is the largest and most prestigious travel marketing competition globally. There were nearly 1,100 entries from around the world judged by top executives from all sectors of the industry.

The Bahamas were rewarded with the competition’s highest honor, a Platinum Adrian Award, given to only 20 entries, for the innovative web marketing campaign, “Bahama Fridays.” A video parody of a local news segment entitled “Bahama Fridays” was produced and brought the fun of the islands into the homes and offices of U.S. consumers. With the video as inspiration, a consumer ambush event was created in New York using 100 “commuters” in bikinis, swim trunks and ties, boogie boards and straw hats to turn heads and create buzz during the morning rush hour at Grand Central Station – the busiest, most upscale commuter hub in the city. Confused New Yorkers were directed to www.bahamafridays.com where they could learn more and enter to win a trip. Consumers could also visit the dedicated Facebook page, “TGIBF” (Thank God It’s Bahama Friday), which celebrated the new trend in casual Fridays and included a blog featuring fun Bahamas facts.

Additionally, The Bahamas won a Silver Adrian Award for their web marketing efforts surrounding the special two – part episode of ABC’s hit show, SCRUBS, filmed on Abaco with a destination wedding as the central theme. A SCRUBS themed promotional package was featured on Bahamas.com which included behind the scenes photos, special SCRUBS packages from participating resorts and a trip giveaway sweepstakes where SCRUBS fans could win a trip to Abaco. An e-blast to the Bahamas database was sent out announcing the episode and surrounding promotion and the syndicated celebrity/entertainment show, EXTRA! featured a trip giveaway segment on their show. The mix of print, online and broadcast mediums drove maximum exposure to the SCRUBS episode and The Bahamas.

The Bahamas Ministry of Tourism has moved aggressively to develop marketing campaigns and tactics that take advantage of the new media environment as a way to engage directly with consumers. The Bahamas continues to trail-blaze through the current digital landscape and is on the forefront of new media platforms. Vincent Vanderpool-Wallace, Minister of Tourism & Aviation said, “It’s crucial for The Bahamas to communicate with consumers on multiple platforms and through new media channels. We are gratified by the recognition of our efforts and are confident that The Bahamas will continue to produce cutting-edge, award winning campaigns as we look towards the future of tourism in The Bahamas.”