Target Wins Best of Show in New York

Target Takes Home Top International Travel and Tourism Honours

Target’s ‘Off the Beaten Path’ campaign for Newfoundland and Labrador Tourism won eight awards in New York, including Best of Show, four Gold, two Platinum, and one Silver at the 2017 Adrian Awards – the ‘Oscars’ of the travel and tourism industry.

The 61st annual Adrian Awards were held in New York with competition from more than 40 countries worldwide for the honour of the best in international travel and tourism advertising. Winners were selected by senior industry experts from over 1,200 worldwide entries.

Best of Show was awarded for the ‘Off the Beaten Path’ Geo- Targeted Campaign. This is HSMAI’s highest honour and is selected from Platinum winners in the advertising, digital marketing, and public relations categories.

Along with this Best in Show, the ‘Off the Beaten Path’ campaign also won Gold in Digital Integrated Campaign and Video Series / Digital Marketing Series; Gold-Platinum in Website and Geo- Targeted Campaign, and Silver in Website User Experience.

Since 2006, Target and Newfoundland and Labrador Tourism have won 67 Adrian Awards from HSMAI, including multiple Best of Show, Pioneer in Digital Storytelling, nine Platinum awards and 29 Gold awards – the most awards won by a Canadian Agency in the history of the show.