Awarded gold for outstanding travel marketing campaign “Screen Free Summer”
The West Virginia Department of Tourism has been recognized by the Hospitality Sales and Marketing Association International (HSMAI) with a Gold Adrian Award for its outstanding consumer brand campaign, “Screen Free Summer.” Now in its 69th year, the Adrian Awards is the largest and most prestigious travel marketing competition worldwide.
In an effort to encourage travelers to “unplug” from the digital world and experience beauty and tranquility in the Mountain State, the “Screen Free Summer” campaign provided digitally exhausted consumers a breath of fresh air. Utilizing digital billboards, immersive TV spots, streaming audio ads and strategic media partnerships, this campaign positioned Almost Heaven as the premier destination for travelers seeking to disconnect from technology and reconnect with authentic experiences.
“We’re proud to take home the gold for a campaign that shines a light on our state’s core qualities–like helping travelers slow down and reconnect with what matters most,” said West Virginia Department of Tourism Secretary Chelsea Ruby. “I’m so proud of the innovative work our team is doing to continue making the Mountain State a leader in the travel industry. The rest of the world is discovering what we’ve known all along – West Virginia is truly Almost Heaven.”
Additional 2025 Accolades
Earlier this fall, the Department of Tourism also received a Crystal Award from the Public Relations Society of America (PRSA) West Virginia Chapter in the Integrated Communications category for the West Virginia Paranormal Trail. Stephen Brightwell, photographer for the West Virginia Department of Tourism, was named PRSA Photographer of the Year.
Since its initial launch, over 10,000 visitors from 47 states and seven countries have registered for a free mobile passport, leading to more than 8,000 check-ins across the trail’s spooky sites. The trail continues to receive national recognition and has been featured in top-tier travel publications, including Travel + Leisure, Forbes and Thrillist.
