Purpose-Driven Work for Visit Seattle Goes Platinum at the HSMAI Adrian Awards

In a time when human rights of marginalized communities are (once again, sadly) under attack, getting recognized for a piece of creative work showcasing Seattle’s unparalleled commitment to inclusivity is beautiful.

Earlier this week, our “Love For All Boat” activation for Visit Seattle was recognized with one of the highest honors by the global leader in travel marketing: HSMAI. Specifically, we walked away with one of just a few Platinum Awards given, winning the Integrated Marketing Campaign category.

Every year, the Adrian Awards honor the best in travel marketing, culled from thousands of entries on behalf of travel and tourism clients all over the world. It’s a big deal, and it felt like it—tourism industry heavy hitters (and us) congregated in the gargantuan hotel ballroom to rub elbows and celebrate as the awards were announced throughout the evening.

Here’s what our Platinum win did (besides getting our agency fist-pumping with glee): it reaffirmed that regardless of client or category, creating culturally relevant work is what truly breaks through in the end. Further evidence of this was depicted throughout the night, as we saw work for tourism bureaus like Visit Kentucky and Visit Modesto being recognized for great work alongside huge brand counterparts like Hilton and Discover Costa Rica.

In the end, the experience reminded me of our agency’s core belief: every client in every sector deserves breakthrough work. So when clients decide to get fully on board (pun intended) for an idea like the Love For All Boat—an idea that, because of the timing of the 50th anniversary of Pride in the city, only Seattle could claim as their own—the result becomes something memorable, unique–and in this case, award-winning.