Three huge wins, one electric night in Times Square!
We are thrilled to announce that Noble Studios is walking away from the 2025 HSMAI Adrian Awards with top honors for our work in travel and tourism.
Soaking in the energy of the industry’s biggest night, Noble’s CEO & Co-Founder, Jarrod Lopiccolo, took a second to appreciate the sheer amount of heart and hustle that earned us a seat at the table tonight.
“Seeing our team’s hard work recognized on this stage is a proud moment for us,” Jarrod said during the celebration. “Winning here is a direct reflection of our ‘Let’s Better Every Day’ philosophy and the energy we share with our partners.”
Celebrating Our Partners
Great work is only possible when there is a foundation of mutual trust and a shared appetite for innovation. These honors validate the ambitious goals set by our partners, whose vision and trust made these achievements possible.
Visit Lake Tahoe: Gold and Platinum Adrian Award, Purpose-Driven Integrated Marketing
The “Rules to Lake By” campaign earned the highest possible recognition by securing both a Gold and a Platinum award. This initiative confronted the environmental threat of overuse by establishing clear guidelines for responsible travel, successfully shifting visitor behavior while strengthening community support. Because Platinum winners are selected from the pool of Gold recipients, this dual honor confirms the campaign was judged as the “best of the best” within its category.
Travel Nevada: Gold Adrian Award, Experiential Integrated Marketing
The “Sagebrush Saloons” activation revitalized rural tourism by inviting visitors to explore Nevada’s authentic heart through its historic saloons. Developed in partnership with media partner Fahlgren Mortine, this activation was built at numerous Raiders games over two seasons to drive engagement and encourage deeper exploration beyond traditional urban centers. This experiential strategy proved that authentic, local experiences remain one of the most powerful ways to connect with modern travelers.
Travel Nevada: Bronze Adrian Award, Virtual Reality, Metaverse, Gaming and NFT
The “Space to Be” activation used 360-degree VR to transport urban Chicago audiences to Nevada’s pristine dark sky parks. Developed in partnership with Fahlgren Mortine, the experience positioned Nevada as a premier astrotourism destination through immersive digital storytelling.
The San Francisco Peninsula: Bronze Adrian Award, Business-to-Business and Trade Campaign
The “It’s Kind of Wild” campaign for Meetings and Events successfully reimagined the destination’s brand to target high-value meeting planners. By highlighting the region’s unique bleisure potential, the project built a sustainable pipeline of qualified leads and exceeded booked room-night goals.
HSMAI Adrian Awards: The Standard of Excellence
The Adrian Awards represent the highest benchmark in hospitality and travel marketing. For nearly 70 years, this competition has identified the most effective and creative campaigns across the global tourism sector. Earning a spot on this stage signals to the industry that a brand is leading through innovation and measurable results.
Judging is rigorous. Teams must prove their work drove actual growth and met complex objectives rather than just showing off clever copy. When a campaign is recognized here, it becomes a global case study for what is possible in modern destination marketing.
The competition uses a structured hierarchy to identify top performers. Judges evaluate entries based on five specific criteria: objectives, strategy, creativity, execution and results.
- Bronze, Silver and Gold: These awards recognize high quality work across various budget tiers.
- Platinum: Selected from the pool of Gold winners, these represent the top entries in each main division.
- Best of Show: This is the highest honor, awarded to the single most impactful campaign in the digital, public relations and advertising categories.
A Night in New York for Connections and Creative Inspiration
Beyond the stage, the gala provides a unique opportunity for our leaders to connect with other visionaries shaping the future of travel. Jarrod and Noble’s CCO & Managing Partner B.C. LeDoux spent the evening building meaningful connections with industry peers and taking in the groundbreaking creative work on display.
This exchange of ideas is vital for both our partners and our internal teams. By staying immersed in the highest level of global competition, we bring back fresh perspectives and technical insights that directly fuel our next round of campaigns.
For our partners, this means their work is always informed by fresh ideas and best practices. For our team members, it provides a clear line of sight into the standard of excellence we aim to exceed every day.
Gratitude for the Craft
While the gala offers a chance to celebrate the final product, the true value lies in the daily dedication of our teams and the strength of our long-term partnerships.
“It never gets old seeing our team get their due,” says B.C. LeDoux. “It is great to take home the trophy, but the real value is in the daily hustle of tinkering and testing ideas. This win is about a team that obsesses over the craft and a shared curiosity that turns messy problems into long-term partnerships and professional pride.”
A massive thank you goes to our partners at Visit Lake Tahoe, Travel Nevada and The San Francisco Peninsula. These wins belong to you.
If you are looking to elevate your destination marketing to one of the biggest stages in the industry, let’s talk.
