Hospitality Sales & Marketing Association International (HSMAI) honored MMGY Global and The British Virgin Islands Tourist Board & Film Commission (BVITB) with its highest accolades at its annual gala. The Adrian Awards is the largest and most prestigious global travel marketing competition, recognizing excellence in advertising, marketing, and public relations.

With the BVITB, MMGY Myriad won top honors, earning a highly coveted Platinum Adrian Award in the digital marketing category, while MMGY NJF was recognized with a Gold Adrian Award for public relations excellence. Junior Minister of Tourism Honourable Sharie B. de Castro, Chairperson of the BVI Tourist Board Kenisha Sprauve and Acting Director of Tourism Rhodni Skelton attended the gala with the agency on January 21, at the New York Marriott Marquis. The Junior Minister accepted the award with Julie Averay-Cuesta, Managing Director of MMGY Myriad.

THE AWARDS

In November 2018, the British Virgin Islands was still recovering from Category 5 hurricanes that tore through in 2017 and devastated 90 percent of its accommodations and attractions, causing +$3.6 billion in damage. As far as public perception, the region was still in ruins — but in reality, the BVI’s yacht and sailing charter industry had rebounded, airlift and ferry service was restored and infrastructure was reemerging steadily. It was MMGY Global’s job to get the message out that the BVI was back in business and ready for visitors to return.

Platinum: Today’s Secret Campaign (MMGY Myriad for the BVITB)

As a means of communicating that the BVI was as stunning as ever and ready to welcome visitors, MMGY Myriad created an integrated marketing campaign, “Today’s Secret,” which consisted of User Generated Content to show the destination as it really was, in real time. The campaign featured social media, print, and digital advertising which resulted in 20 million impressions, a 238 percent increase in website traffic and a 245 percent year over year increase in unique visitors.

Gold: The British Virgin Islands’ Impressive Comeback – Travel + Leisure Cover Story (MMGY NJF for BVITB)

MMGY NJF looked at a variety of target outlets via which to relay its key messages and set its sights on Travel + Leisure, which boasts an affluent, travel-minded readership (average HHI of $117,218; 6.7 million print circulation / 9 million UVM). Leveraging the agency’s relationship with the editor-in-chief and convincing her of the compelling story of the islands, BVI landed the cover of the annual Caribbean issue in February, featuring an iconic shot of The Baths. The three-page narrative included four stunning photos of the islands, highlighting how the destination came together post-hurricanes to rebuild a truly enhanced version of itself. The writer stated, “And as anyone who takes to these seas will find, now is an ideal time to discover (or rediscover) this paradise.” The article helped put BVI back on the map for potential travelers at an extremely crucial time, resulting in an increase in inquiries
and bookings returning to pre-hurricane levels.

“We’re thrilled to have received such honorable awards that truly reflect what the British Virgin Islands is all about,” said Kenisha Sprauve, Chairwoman of the British Virgin Islands Tourist Board and Film Commission. “We have a saying, ‘We are all One BVI’ and the efforts showcased by two of MMGY Global’s prestigious brands helped recement us as a prestigious destination in not only the Caribbean, but throughout the world.”