Marriner Marketing, a leading brand transformation agency, has earned an Adrian Award from the Hospitality Sales & Marketing Association International (HSMAI) for the strategic relaunch of Baltimore County Tourism’s brand, now Discover Baltimore County. The honor was presented in the Relaunch of Existing Property category at the 2025 Adrian Awards Celebration.
Now in its 69th year, the HSMAI Adrian Awards are the largest and most prestigious competition in global travel marketing, recognizing excellence across advertising, digital, public relations and integrated campaigns.
“The Adrian Awards showcase the work that sets new standards in travel marketing,” said Brian Hicks, president and CEO of HSMAI. “This year’s winners represent the ingenuity and passion that continue to elevate the global travel experience.”
Marriner successfully rebranded Baltimore County’s Tourism division as Discover Baltimore County. The work positioned the County a distinct destination separate from Baltimore City, showcasing an eclectic mix of the expected and the unknown through pleasantly surprising experiences such as waterfront adventures, wineries and scenic trails. The integrated relaunch included a new logo, website and stakeholder engagement strategy. It was supported by a multi-channel rollout that drove a 6% increase in hotel demand, a 33% spike in short-term rental interest and a 7-point boost in appeal among survey respondents—from 48% to 55%.
“This work was about creating distinction in a crowded market,” said Jessica Painter, VP, Creative at Marriner Marketing. “By defining what truly differentiates Baltimore County and expressing it through a cohesive brand system, we helped the destination shine in a unique, authentic way.”
Abigal Vitaliano, Deputy Director of Baltimore County’s Department of Economic and Workforce Development, added, “Marriner’s clarity-driven approach allows us to tell Baltimore County’s story in a way that reflects what visitors actually experience when they come here. We’ve seen meaningful shifts in perception, real growth in visitation and positive economic impacts that will benefit the County for years to come.”
ABOUT HSMAI
The Hospitality Sales & Marketing Association International (HSMAI) is committed to growing business for hotels and their partners and is the industry’s leading advocate for intelligent, sustainable hotel revenue growth. The association provides hotel professionals and their partners with tools, insights, and expertise to fuel sales, inspire marketing, and optimize revenue through programs such as the Commercial Strategy Conference, Sales Leader Forum, and Adrian Awards. Founded in 1927, HSMAI is a membership organization comprising more than 5,000 members worldwide, with more than 30 chapters in the Americas Region. Connect with HSMAI at hsmai.org.
ABOUT MARRINER MARKETING
As a brand transformation agency, Marriner Marketing Communications has been a leader in providing integrated solutions for the food, beverage and hospitality industries for 35 years. Customers count on Marriner for effective, Clarity-driven communications to champion the voice of the target and provide a competitive advantage. Marriner’s experience includes such notable brands as Discover Baltimore County, Frontier Airlines, Hello Harford County, the Maryland Horse Park System, Visit Maryland, Advanced Food Products, Butterball, Campbell’s, J&J Snack Foods, Nestlé Professional Solutions, Perdue Farms, Post Holdings and Simplot. Visit marriner.com or marriner.com/work to explore Marriner’s portfolio.