Adrian Awards 2020
Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
The Gaylord Hotels brand is known for its large size, spectacular amenities, and acres of indoor gardens. During the winter season, it is also known for its magical holiday featuring two million lights, towering Christmas trees, and thousands of ornaments in addition to festive activities including ice skating, snow tubing, gingerbread decorating, and more! To announce the 2020 annual holiday event plans for each of the Gaylord Hotels resorts, the marketing & public relations goal was to engage a top national travel publication and provide them with the opportunity to print an exclusive feature before all other media outlets. Special focus was placed on promoting a brand-new event for Gaylord Hotels’ - an immersive “I Love Christmas Movies!” experience, created in collaboration with Warner Bros., featuring walkthrough scenes from favorite holiday movies including Elf, Christmas Story, Polar Express, National Lampoon’s Christmas Vacation, and The Year Without Santa Claus.
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)
Through our media outreach, we were able to secure three Travel + Leisure Magazine exclusive announcements. This included a digital “first-word” exclusive feature plus two subsequent inclusions within their other Christmas articles. Results included: Audience reach per piece: over 4.6 million readers Total approximate AVE: $195,086 Total approximate PR Value: $487,716 Additionally, each piece was syndicated on for further exposure. Total stats for all three of those syndicated pieces are as follows: Audience reach per piece: over 193 million readers Total approximate AVE: $169,971 Total approximate PR Value: $424,929
Entry Title
Gaylord Hotels - I Love Christmas Movies PR Launch
Public Relations - FEATURE PLACEMENT ONLINE - Consumer Media
Public Relations
Entry Award: