Visit Lake Charles was honored at the Hospitality Sales & Marketing Association International (HSMAI) Adrian Awards Celebration Wednesday in New York, receiving two awards for excellence in marketing. HSMAI is a global organization dedicated to advancing the sales, marketing, and revenue optimization disciplines in the hospitality industry.
The “As Much Joy As You Can Pack In” campaign received a Bronze Adrian Award for the second consecutive year. The campaign showcases the endless excitement and fun that make Lake Charles the ideal destination for adventurers, families, and leisure travelers alike. The creative initiative continues to inspire travelers to discover the JOY of Southwest Louisiana.
In addition to visually appealing creative, the campaign played a key role in driving tourism growth and supporting Visit Lake Charles’ goals of increasing overnight stays and visitor spending. During the 2023-2024 shoulder season—the period between a destination’s peak season and off-season—Southwest Louisiana experienced a 15% year-over-year increase in average visitor spend, a 23% rise in restaurant spending, 14% growth in retail spending, and a 57% boost in accommodations spend.
Media efforts consistently exceeded benchmarks, with display ads achieving a 51% engagement rate in 2023–a 125% increase from 2022. Additionally, the campaign successfully motivated travelers to explore beyond gaming, as website metrics showed increased engagement: a 19% rise in new users, a 22% increase in sessions, a 13% increase in average time spent on the site, and strong engagement across all brand pillars.
Visit Lake Charles’ Tripscout campaign was also recognized for its exceptional performance, winning a Bronze Adrian Award. The campaign reached millions of potential visitors by leveraging influencer partnerships and targeted email marketing, sharing the region’s attractions and cultural richness with key markets.
The Tripscout campaign, launched in March 2024, delivered 5.2 million impressions, surpassing its target by 10%. It included 35 engaging social media posts and 11 bonus reels and was featured in the Tripscout Travel Digest newsletter, reaching 448,217 subscribers with a remarkable 28.3% open rate. Ongoing efforts continue to amplify Southwest Louisiana’s appeal, using influencer content in social media advertising to attract new visitors.
“We are deeply honored to have two of our campaigns recognized by HSMAI,” said Timothy Bush, the chief marketing officer at Visit Lake Charles. “To be included amongst the stellar campaigns from so many sectors of the hospitality industry shows that Visit Lake Charles is not only delivering award-winning marketing but also campaigns that drive impactful results for our community.”
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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 www.visitlakecharles.org.
