Visit Lake Charles (VLC) will be recognized by the Hospitality Sales & Marketing Association International (HSMAI) with the Bronze Adrian Award for its outstanding achievements in travel marketing. This is the first Adrian Award win for the organization.  

Visit Lake Charles won in the Experiential Marketing category for this year’s launch of the “As Much Joy As You Can Pack In” campaign. Created by Miles Partnership, the campaign highlights the destination as a haven of year-round playful experiences that flawlessly blend excitement and relaxation. To kick off the campaign, VLC hosted a vibrant, two-day activation in May at the Pecan Street Festival in the nearby emerging drive market of Austin, Texas. 

During the festival, thousands of attendees visited the VLC booth and VIP area to participate in trip giveaway competitions, sample Cajun cooking, casino table games and enjoy rhythmic Zydeco music by award-winning artist Sean Ardoin.    

“This recognition is a testament to the innovation of our marketing team,” said Kyle Edmiston, president and CEO of Visit Lake Charles. “This was the first time we have done anything like this in another market and it shows the willingness of our team to take strategic risks to display all the joy our destination has to offer visitors, as well as reinforce our position as a world-class destination. This is a well-deserved achievement.”   

HSMAI will honor VLC at its 67th annual Adrian Awards Celebration in New York in February 2024. The awards are the largest and most prestigious competition in global travel marketing. Adrian Awards will be presented in advertising, digital, PR/communications, and integrated campaign categories, as well as Trending categories for Artificial Intelligence (AI), and Environmental, Social, and Governance (ESG).  

“The Adrian Awards celebrate the innovation and ingenuity that fuel our success and recognize the marketing leaders whose extraordinary efforts literally ‘open the doors’ to exploration and excitement,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. “Their work inspired the world to get out and create memories through travel, and HSMAI is proud to honor them.”   

Download photos from our two-day activation in May at the Pecan Street Festival in Austin, Texas, here


About HSMAI 

The Hospitality Sales and Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Marketing Strategy Conference, Adrian Awards, and HSMAI ROC. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with 40 chapters in the Americas Region. Connect with HSMAI at hsmai.orgHSMAI FacebookHSMAI InstagramHSMAI Twitter/X, and HSMAI YouTube

About Visit Lake Charles:     Visit Lake Charles, the official destination marketing organization for Lake Charles/Southwest Louisiana, is the only organization in Southwest Louisiana providing advocacy, promotion, and education for the tourism industry. For more information on Visit Lake Charles and things to see and do in Louisiana’s Playground, log on to