Target Takes Home Top International Travel and Tourism Honours

Target wins seven awards for Newfoundland and Labrador Tourism at Adrian Awards in New York.


Newfoundland and Labrador Tourism's 'Crayons' campaign won seven awards last week at the 2016 Adrian Awards – the 'Oscars' of the travel and tourism industry – presented by Hospitality Sales and Marketing Association International (HSMAI).

The 60th annual Adrian Awards were held at the New York Marriott Marquis, with more than 40 countries from all over the world competing for the honour of the best in international travel and tourism advertising.

The award wins include a Platinum award in Television for the 'Crayons' campaign, selected from the Gold award winners.

Platinum winners outperform all competitors with creativity and exceptional results.

Newfoundland and Labrador Tourism was also the inaugural recipient of the Libris 'Pioneer in Visual Storytelling' Award.

Since 2006, Newfoundland and Labrador Tourism has won 59 Adrian Awards from HSMAI, including seven Platinum awards. In addition, Target's work for Newfoundland and Labrador Tourism continues to be one of the most successful and loved tourism campaigns in Canada, with over 260 award wins for creativity, design, craft, digital, and social media.

Below is a complete breakdown of the 2016 Adrian Award wins:

  • Platinum
    Television Single: 'Crayons'
  • Pioneer in Visual Storytelling
  • Gold
    Television Single: 'Crayons'
  • Silver
    Complete Advertising Campaign: 'Crayons'
    Digital Video Series: 'Broader Palette'
    Digital Marketing / Multimedia Series: 'Paint the Town' Contest
  • Bronze
    Digital Marketing / Website User Experience: BroaderPalette.ca

Newfoundland and Labrador Tourism's 'Crayons' campaign also recently won Canada's top industry award at the 2016 Canadian Tourism Awards – The WestJet Social Media / Digital Initiative of the Year, as well as Gold at the Canadian Marketing Association Awards in Consumer Services / Integrated, Bronze in Consumer Services / Advertising, and Bronze in Consumer Services / Experiential and Innovative Media, the only award handed out in that category.

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