LOUISIANA OFFICE OF TOURISM WINS THREE HSMAI ADRIAN AWARDS FOR MARKETING EXCELLENCE

BATON ROUGE, La. – The Louisiana Office of Tourism (LOT) earned national recognition for marketing excellence at the 2026 Adrian Awards, hosted by the Hospitality Sales & Marketing Association International (HSMAI) in New York City. LOT received three honors across multiple categories, underscoring Louisiana’s continued success in reaching travelers through innovative, high-impact campaigns.

The “Louisiana Saturday Night” Rose Parade® campaign earned a Gold Award and Best of Category, while the “National Gumbo Day” influencer campaign also received a Gold Award and Best of Category distinction. LOT’s “National Gumbo Day” social media campaign was recognized with a Bronze Award.

“It’s an incredible honor to have Louisiana recognized on the international stage by one of the most prestigious organizations in travel marketing,” said Lieutenant Governor Billy Nungesser. “Our team continues to find creative ways to showcase what makes our state unlike anywhere else – from the energy of a Louisiana Saturday night to a bowl of authentic gumbo. These award-winning campaigns capture the spirit of ways you can ‘Feed Your Soul’ and invite visitors from around the globe to experience our music, culture, and cuisine firsthand.”

Now in its 69th year, the Adrian Awards is the largest and most prestigious global competition dedicated to travel marketing. The awards celebrate creativity, innovation, and measurable impact across advertising, digital marketing, public relations, and integrated campaigns.
LOT was recognized for its comprehensive execution of the “Louisiana Saturday Night” campaign surrounding the Rose Parade®, including its signature float, on-site activations, and national satellite media tour. The 2026 parade appearance marked Louisiana’s fourth participation in the iconic event in Pasadena, California, generating more than $47 million in media value for the state.

LOT began celebrating National Gumbo Day in 2024, returning in 2025 with an expanded influencer and social media strategy centered on Louisiana’s official state dish – gumbo. Featuring everything from chicken and sausage to fresh Gulf seafood varieties, the campaign highlighted the cultural roots and culinary craftsmanship behind the dish while encouraging travelers to experience authentic Louisiana flavors in person.

“I’m very proud for the Louisiana Office of Tourism to be recognized for these exceptional campaigns,” said Assistant Secretary of Tourism Doug Bourgeois. “These campaigns took a lot of effort and teamwork to create and I’m excited to continue to build on that momentum as we go forward marketing Louisiana as a top travel destination.”

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