The Atkins Group Wins Two HSMAI Awards for Destination Clients

December 2, 2019

San Antonio, TX  (December 2, 2019)  – The Atkins Group (TAG), a San Antonio based full-service ad agency, received a gold and silver Hospitality Sales & Marketing Association International (HSMAI) Adrian Award in connection with work for two Texas tourism clients–Visit Plano and Visit San Antonio. The 63rd annual Adrian Awards are the largest and most prestigious global travel marketing competition. Adrian Awards recognize hospitality brands and agencies for their work in advertising, marketing, and public relations and over 1,100 entries were submitted for the 2019 awards. 

Visit Plano and TAG’s work on the “That’s Tempting” campaign won gold for the innovative way it highlighted the destination’s burgeoning local cuisine scene. Created in conjunction with Vince Tatarian (formerly with Miles Partnership), “That’s Tempting” is an online food publication with social media components. It showcases what is new, known, and downright delicious in Plano including everything from food and beverage to chef-driven highlights. This campaign included short-form components and long-form components suitable for various social channels and drove increased levels of engagement. 

“We were determined to find an engaging way to talk about the exciting development of cuisine in Plano,” said Mark Thompson. “That’s Tempting captured the best of what’s happening and raised the engagement with our fans and visitors alike.”

Screen shot of  VSA website

Visit San Antonio and TAG’s work on the destination’s revamped website won silver for both its design and data-driven development that has lead to significant traffic growth for the site. Visit San Antonio and The Atkins Group partnered with research duo Epiphany Research and Destination Analysts to develop a study that would help the team deeply understand the San Antonio traveler segments and the personas that represent the most potential for visitation and economic gain. And the results of the plan built from the research have already delivered for the destination. The new, integrated San Antonio brand campaign showcases the city’s vibrancy and authenticity efficiently and effectively to the most relevant travelers and is bringing results. 

“Our website is more than a gateway for visitors,” said Casandra Matej, President & CEO, Visit San Antonio. “It’s where people begin their journey with San Antonio. By understanding who they are, we can present elements about our city that are most likely to resonate – and most importantly, generate a visit.”

“The Adrian Awards honor innovative travel marketing campaigns that lead the future of hospitality marketing, setting the standard for creativity and flawless execution,” said Robert A. Gilbert, CHME, CHBA, president and CEO of HSMAI. “HSMAI is proud to recognize these award winners and celebrate their remarkable campaigns and the people behind them at the Adrian Awards Gala.” The Atkins Group and both Visit Plano and Visit San Antonio will be honored during the HSMAI Adrian Awards Gala on January 21, 2020 at the New York Marriott Marquis, an event attended by nearly 1,000 hospitality, travel, and tourism marketing executives from around the world.

About the Atkins Group:

Started in 1974, The Atkins Group (TAG) is an award-winning, full-service advertising agency focused on tourism, healthcare, and consumer products. Made up of driven consultants, creatives, and strategists who improve clarity and connection; the goal is creating and enhancing great brands through campaigns and ideas that move people to action. Based in San Antonio with offices in Austin and Dallas.


Media Contact: Winter Prosapio, 512-888-6570