Development Counsellors International and client Visit Huntington Beach took home "Best in Show" honors in PR at the Hospitality Sales & Marketing Association's annual Adrian Awards Feb. 17 in New York.

PR Platinum Award winners inculded Geofrrey Weill Associates for the Israel Ministry of Tourism, MFA Ltd. with the Library Founation of Los Angeles, Zimmerman and Extended Stay America, Hawkins Int'l PR and Nomadic Expeditions, MMGY Global with Wyndham Hotel Group, Laura Davidson PR and client Visit Scotland, Weber Shandwick with Singapore Airlines, Edelman and Hilton Worldwide, Allison + Partners with Best Western Hotels & Resorts, as well as the DCI/Huntington Beach push.

The DCI campaign aimed to help Huntington Beach stand out as a surfing destination in a region known for beautiful beaches. That included Guinness World Records for 66 surfers riding a 42-foot-long surf board at one time, drawing national coverage.

Madeline Parker and Emma Siolka of BPN, Portland
Madeline Parker and Emma Siolka of BPN, Portland, at the Adrian Awards.

Photo: Sharlene Spingler

Hawkins Int'l PR also picked up the Leader in Sustainable Tourism award for its work with Wilderness Safaris.

MMGY won 12 gold, nine silver and four bronze Adrians across PR, advertising and marketing.

Lou Hammond & Asscoaites picked up seven gold, eight silver and two bronze PR awards, honoring 16 of the firm's clients.

Nancy J. Friedman PR won 10 awards, including four golds for clients like Sea Island, Ga., Condado Vanderbilt (Puerto Rico), and Generator, Europe. 

In all, HSMAI handed out 139 PR awards, along with 70 in advertising and 122 in digital marketing.

Best in Show honors for advertising went to agency Target with Newfoundland and Labrador Tourism, while digital marketing Best in Show was given to Marriott International for its Millionth Mobile Check-in campaign.

Adrian Awards

Photo: Getty Images