West Virginia Tourism Captures Prestigious Gold Adrian Award For Groundbreaking Screen Free Summer Campaign

Published on December 11, 2025

A momentous achievement in the travel marketing arena has recently been secured, underscoring the innovative efforts being undertaken within the borders of the Mountain State. Formal recognition was afforded to the West Virginia Department of Tourism when a highly sought-after distinction was received from the Hospitality Sales and Marketing Association International (HSMAI). This prestigious acknowledgment took the form of a Gold Adrian Award, which was presented in recognition of the Department’s exemplary consumer brand campaign. The campaign, masterfully executed under the banner of Screen Free Summer, was determined to have demonstrated excellence in strategic communications and promotional innovation. This accolade represents a significant victory, affirming the success of sophisticated marketing efforts deployed to position the state as a premier travel destination.

The Strategic Vision of the Screen Free Summer Campaign

The design and objective of the Screen Free Summer initiative were meticulously formulated to address a growing societal trend: the widespread digital exhaustion experienced by modern consumers. An explicit effort was made to encourage potential travelers to consciously unplug from the perpetual demands of the digital world. The primary mission was centered on motivating individuals to seek out and experience the unparalleled beauty and tranquility uniquely available within the Mountain State. The campaign successfully positioned West Virginia as a necessary antidote to the constant connectivity that defines contemporary life.

The strategic imperative involved providing digitally saturated audiences with a compelling invitation, suggesting that a breath of fresh air and genuine repose could be found readily in the state’s natural landscapes. The core concept resonated deeply with consumers seeking authentic experiences and meaningful connections, both with nature and with their travel companions, unmediated by screens. Therefore, the narrative established the state not merely as a scenic location, but as a deliberate retreat—a sanctuary where travelers could slow down and reconnect with the essentials of life.

Execution and Multimedia Sophistication

The delivery of the Screen Free Summer message was accomplished through a diverse and integrated array of media platforms. Modern advertising techniques were employed to ensure maximum reach and impact among the target demographic. Visibility was established through the extensive utilization of digital billboards, ensuring the campaign message was seen in high-traffic areas and major metropolitan hubs. Immersive television spots were developed and deployed, allowing the visual and emotional appeal of the state’s scenery to be conveyed effectively. The strategic use of streaming audio advertisements ensured that the message was heard by listeners during their digital consumption, subtly encouraging them to interrupt that very consumption by visiting the Mountain State.

Leadership Perspective on State Qualities

The receipt of the Gold Adrian Award was met with considerable pride and acknowledgment by the leadership of the state’s tourism sector. West Virginia Department of Tourism Secretary Chelsea Ruby articulated her team’s satisfaction, noting that the award was a celebrated victory for a campaign that successfully illuminated the state’s fundamental qualities. It was expressed that particular pride was taken in developing a campaign that highlighted the state’s inherent capability to facilitate travelers’ efforts to “slow down and reconnect with what matters most.”

Secretary Ruby’s comments consistently emphasized the innovative nature of the work being performed by the tourism team. The collective efforts being exerted are consciously intended to continue the upward trajectory of the Mountain State, solidifying its position as a clear leader within the competitive travel industry landscape. The Secretary’s statements confidently reflected the long-held belief that the natural beauty and welcoming spirit of the state are now being discovered by a global audience, thereby confirming the inherent truth of the state’s official designation: West Virginia is truly Almost Heaven. This recognition is seen as validation that the state’s unique value proposition is resonating globally.

Recognizing Continued Excellence and Integrated Communications

The Gold Adrian Award represents one component of a broader pattern of formal recognition that has been bestowed upon the West Virginia Department of Tourism throughout the current year. Earlier in the same period, additional honors were received, further establishing the department’s leading role in public relations and integrated marketing. A Crystal Award was conferred by the Public Relations Society of America (PRSA) West Virginia Chapter. This specific award was secured in the Integrated Communications category, a victory earned for the promotional campaign surrounding the West Virginia Paranormal Trail.

The success of the West Virginia Paranormal Trail campaign demonstrated the department’s versatility in marketing diverse state assets. The integrated communications strategy employed for this trail has led to remarkable engagement and measurable visitor activity. Since its original implementation, the initiative has seen impressive statistics recorded. Documentation shows that over ten thousand visitors, originating from forty-seven distinct states across the nation and seven different countries globally, have officially registered for the free mobile passport associated with the trail. This high level of registration has directly resulted in more than eight thousand verifiable check-ins documented across the various designated spooky sites that comprise the trail.

Individual Recognition and National Media Exposure

Accolades were not limited solely to the department’s campaigns but were also extended to an individual contributor. Stephen Brightwell, who serves as the dedicated photographer for the West Virginia Department of Tourism, was individually named as the PRSA Photographer of the Year. This personal recognition is a clear indicator of the high standard of creative talent retained by the department and acknowledges the critical role that high-quality visual content plays in successful modern tourism marketing.