IRVING, TEXAS (Jan. 6, 2011) - The Hospitality Sales & Marketing Association International (HSMAI) will recognize the Irving Convention and Visitors Bureau (ICVB) with four Gold, one Silver and five Bronze Adrian Awards for compelling advertising, public relations and marketing campaigns in the 54th annual Adrian Awards Competition, the largest and most prestigious travel marketing competition globally.

The ICVB will be recognized for its work on the launch of the Irving Convention Center at Las Colinas, its trade advertising campaign, leisure market campaign, and public relations initiatives for the Texas Stadium implosion, Irving Gondola Adventures and Irving's National Scouting Museum.

HSMAI will pay tribute to the Irving CVB during the annual HSMAI Adrian Awards Gala, attended by more than 1,000 hospitality, travel and tourism marketing executives, Jan. 31, 2011, at the New York Marriott Marquis.

"The Irving CVB is being honored this year with an amazing 10 Adrian Awards for travel marketing excellence, the most awards for any business or CVB in 2010," said Fran Brasseux, CHSE, executive vice president for HSMAI. "The feedback from Adrian Awards judges was remarkable, and indicated that this year's competition had some of the best work they had seen in their many years of judging, making the Irving CVB's awards achievement even more impressive."

"This illustrates that it's not just big brands with unlimited resources that participate and win in the competition, but that it's accessible and appropriate for all facets of the industry," Brasseux continued.

"The Adrian Awards competition is really about recognizing great work that can truly inspire the travel industry, and the Irving CVB has epitomized that."

The ICVB will be honored with Gold awards in public relations for online feature placement ( and feature print placement (Wall Street Journal), both for work the ICVB did for the implosion of Texas Stadium in April 2010. The bureau will also receive Bronze awards for its full Texas Stadium implosion media campaign and for the television feature it secured on Fox Business News featuring Irving Mayor Herbert Gears about the implosion. The ICVB will collect a Silver award for its comprehensive public relations campaign featuring its gondola and Scouting expeditions.

Additional awards include a Gold Adrian in advertising for the ICVB group sales direct mail series, a Gold award in digital marketing for its online leisure market campaign, and a Bronze award in advertising for the bureau's comprehensive 2010 group sales campaign. Bronze awards in advertising will also be presented for the group sales brochure created for the new Irving Convention Center at Las Colinas and for the ICVB's new print advertising series. The Irving CVB's advertising agency, Maloney Strategic Communications, and its public relations agency, Tucker and Associates, will also be recognized.

"Despite reduced sales and marketing resources, we have continued to innovatively use our staff's marketing and communications expertise and creativity to our advantage," said Maura Allen Gast, executive director of the ICVB. "With recognition from HSMAI and the Adrian Awards, the world is telling us that we are doing that very well. That we will receive the most awards in the competition this year is incredibly gratifying. The fact that these awards recognize the comprehensive expertise of our staff - with ten wins in all three awards categories of advertising, public relations, and digital marketing - is even more exciting."

"Most important, however, is that these awards don't just recognize the excellence of the creative work. The greater measure is the results the creative achieves. That's what is most rewarding not only to us, but to the industry and community we serve. The Adrian Awards stage represents the pinnacle of a very large and competitive industry. These ten awards are industry validation that what we do, we do well, and it delivers results."

This year's contest attracted nearly 1,100 entries from around the world, with entries judged by top executives from all sectors of the industry. All winning entries will be accessible in the Adrian Awards Winners Gallery online following the gala at

About Irving, Texas
Located immediately adjacent to Dallas/Fort Worth International Airport and between Dallas and Fort Worth, Irving, Texas, boasts more than 75 hotels and nearly 12,000 rooms. Las Colinas, a 12,000-acre master-planned community within the city of Irving, is known worldwide for its quality and uniqueness. The city is home to 10,000+ companies, 50 Fortune 500 companies, and the world headquarters of five Fortune 500 companies. For more information visit:

HSMAI is the hospitality industry source for knowledge, community, and recognition for leaders committed to professional development, sales growth, revenue optimization, marketing, and branding. Founded in 1927, HSMAI is an organization comprised of more than 7,000 members in 35 countries worldwide, with 40 chapters in the Americas Region. For more information on HSMAI, visit