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Visit Idaho's Bronze Triumph

Exploring Cultural Connections and Celebrating Diversity in Travel Marketing Excellence

Article by Denise Llorente

Photography by Visit Idaho

Originally published in Boise Lifestyle

Visit Idaho and Madden Media received the Bronze Award in the Corporate Social Responsibility Category from Hospitality Sales and Marketing Association International (HSMAI) for their campaign "Expanding Travel Horizons: Idaho’s Cultural Connections." As anticipation builds for the Adrian Awards Celebration on February 13, 2024, we delve into this campaign reshaping Idaho's tourism narrative.

Central to the initiative is a video exploring multicultural cuisine. This immersive journey showcases award-winning international eateries, revealing chefs' backgrounds and the flavors shaping their culinary creations. The video encourages both locals and visitors to broaden their palates, fostering cultural appreciation through food experiences.

The campaign sensitively addresses a chapter in Idaho's history by featuring a video and print feature on the Minidoka Historical Site in the Official Idaho Travel Guide. Idaho opens a respectful dialogue about this regrettable but crucial chapter, inviting visitors to engage meaningfully with the state's past.

In collaboration with NativesOutdoors, Visit Idaho empowers Native American tribes by allowing them control over their narratives. The campaign, spanning the year with a focus on Native American Heritage Month, shares tribes' culture and history through newsletters and social media, fostering inclusivity and positive relations.

Visit Idaho has recently launched its Cultural Hub, a digital repository for the award-winning programs. This online platform not only celebrates cultural richness but also chronicles the website's evolution. A digital haven for cultural enthusiasts, the hub provides a comprehensive resource for understanding Idaho's diverse heritage.

Diane Norton, Idaho Tourism Manager, expressed gratitude for the Bronze award. This recognition follows a string of awards in 2023, showcasing Visit Idaho's commitment to innovative and socially responsible tourism campaigns.

As Visit Idaho and Madden Media stand at the forefront of global travel marketing, the Adrian Awards underscore their dedication to reshaping Idaho's tourism narrative. As the Adrian Awards Celebration approaches, Idaho invites all to explore its rich tapestry of cultures – a journey beyond the ordinary, defining the Gem State as a truly unique destination. VisitIdaho.org

A journey of cultural diversity, history, and indigenous empowerment redefines tourism.

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