The Cayman Islands U.S. advertising campaign, Caymankind, has been distinguished with a Silver Adrian Award from the Hospitality Sales Marketing Association International (HSMAI). The Adrian Awards recognize outstanding achievements in advertising, public relations and digital marketing, specifically within the travel industry, as voted on by the knowledgeable experts of HSMAI.

The Caymankind campaign was categorized for “repositioning” the destination, introducing national audiences to the unique spirit of the Cayman Islands. The initiative depicts the Cayman Islands as more than a destination: it is a people, a place and an approach to life that are as unique as they are universal. Voted on by three judges, knowledgeable media and experts within the hospitality, travel, tourism industry, Caymankind was recognized for its exceptional potential to successfully achieve its “repositioning” objectives.

The ads capture the beauty, culture, and vibrancy of the Cayman Islands, evoking a desire to belong to Caymankind. In its essence, the campaign depicted the character of the Cayman Islands, as reflected in the smiling, friendly faces visitors will meet, the once-in-a-lifetime experiences they will share, and the breathtaking natural beauty they will discover at every turn.

The Caymankind campaign included a song, which was arranged and recorded locally in Grand Cayman by more than a dozen of the country’s most popular singers and musicians, as well as a group of talented students from the George Town Primary School.

Commenting on the success of the campaign, Premier McKeeva Bush stated that “We are proud to have been recognized by the esteemed experts of the Hospitality Sales Marketing Association for our Caymankind campaign, which we feel encompasses everything that makes the Cayman Islands unique – from the friendliness of our people and our rich cultural heritage to our cosmopolitan style, stunning natural beauty and warm welcome, which we extend to those who visit our shores.”

Acting Director of Tourism, Shomari Scott added, “The experts of HSMAI are amongst the most knowledgeable in the industry, and we are thrilled to have been recognized for the Caymankind campaign, which we feel captures the rich soul and culture of the Cayman Islands. I would also like to acknowledge our creative agency Chowder, who worked with the Cayman Islands to develop the campaign and take this opportunity to thank them for all of their award winning hard work.”