Sales and Marketing

HSMAI Honors Dana Communications With Platinum At 2010 Adrian Awards Gala

Award Spotlights Muriel Makeover Promotion for Millennium Hotels and Resorts

Dana Communications The Hospitality Sales & Marketing Association International (HSMAI) presented Dana Communications with the Platinum Adrian Award last night at a black-tie gala held at the New York Marriott Marquis. In its 54th year, the Adrian Awards showcases industry achievers and ROI-producing materials. The Platinum Award commemorates one of the highest achievements of this prestigious international competition.

Dana’s winning entry was created for Millennium Hotels and Resorts to promote awareness of and interest in Millennium’s We Love Agents® travel agent rewards and recognition program. Agents were asked to participate in the MUriel Makeover contest. MUriel, the program’s beloved cow mascot, highlights Millennium’s GDS code: MU. The strategy was to increase excitement among agents with a limited budget. During the time of the contest promotion, 11,513 agents visited the website, 877 agents downloaded the entry form, and 77 took the time to design a new MUriel. What’s more, 721 new agents joined the program, leading to a 7% increase in agent bookings. The entry can be viewed at   

Dana also received a Silver Adrian Award for its Check-In On Us promotion for Sheraton Hotels, and a Bronze for the I “like” Turtle Bay Resort social media campaign.


HSMAI is the hospitality industry source for knowledge, community, and recognition for leaders committed to professional development, sales growth, revenue optimization, marketing, and branding. With a strong focus on education, HSMAI has become the industry champion in identifying and communicating trends in the hospitality industry, and bringing together customers and members at annual events, including HSMAI's Affordable Meetings®. Founded in 1927, HSMAI is an individual membership organization comprising more than 7,000 members worldwide, with 40 chapters in the Americas Region. For more information on HSMAI, contact the Hospitality Sales & Marketing Association International, 1760 Old Meadow Road, Suite 500, McLean, Va. 22102; (703) 506-3280; fax (703) 506-3266, or visit the website at

About Dana Communications

Dana Communications is a leading hospitality and travel lifestyle marketing agency with offices in New York City, Princeton, NJ, the Carolinas and San Francisco, CA. To learn more about Dana Communications, visit or contact Lynn Kaniper at (609) 466-9187.

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