ESTO AWARDS

This category recognizes a marketing campaign or destination-led initiative that advances inclusivity and accessibility in destination marketing and makes travel more welcoming for underrepresented or historically excluded audiences.

• Clear identification of the audience(s) served
• Intentional strategy to remove barriers or increase representation
• Authentic partnerships or community collaboration
• Inclusive creative execution
• Measurable impact or meaningful outcomes

This category recognizes a marketing initiative or destination-led program that demonstrates travel’s positive impact on local communities through economic vitality, resident engagement or crisis response and recovery.

This award honors work that strengthens community connection while reinforcing the destination’s long-term resilience and relevance.

• Clear identification of a defined community need or challenge
• Strategic alignment between the initiative and that need
• Authentic collaboration with local stakeholders or partners
• Measurable impact on residents, businesses, or community groups
• Evidence of sustained or long-term benefit

This category recognizes a public relations campaign that generated meaningful media coverage through strong storytelling and strategic outreach.

• Clear, cohesive narrative and messaging strategy
• Strategic and targeted media outreach
• Quality, credibility and reach of earned coverage
• Demonstrated impact on awareness, perception or visitation

This category recognizes a digital-first campaign or major digital transformation, that leveraged platform-native strategy to drive measurable engagement and business impact.

Eligible entries may include social media initiatives, influencer programs, video or podcast series, UX/UI overhauls or other digital activations.

• Clear digital strategy aligned to audience behavior
• Strong platform-specific creative execution
• Innovative use of digital formats or emerging tools
• Strategic integration across digital channels
• UX/UI or content innovation, if applicable
• Performance metrics and audience engagement
• Demonstrated impact on awareness, visitation or revenue

This category recognizes exceptional print materials including visitor guides, brochures, maps or specialty publications that inspire travel through strong storytelling, thoughtful design and strategic distribution.

Entries must focus on print execution and distribution strategy.

• High-quality design and visual impact
• Clear audience positioning
• Strategic distribution approach
• Demonstrated return on investment

This category recognizes a destination website redesign or significant digital platform enhancement that demonstrates strategic clarity, user-centered design, and measurable performance impact.

Eligible entries must reflect a comprehensive website experience, not a single landing page or campaign microsite, and show how the digital platform supports audience needs and organizational goals.

This category focuses on the website as a strategic business tool, not simply a visual redesign.

• A clearly defined audience strategy and user journey
• Intuitive navigation and strong UX design
• Mobile responsiveness and accessibility standards
• Thoughtful integration of content, storytelling, and conversion pathways
• Use of data and analytics to inform design decisions
• Measurable improvements in engagement, traffic, lead generation or bookings
• Evidence of sustained performance post-launch

This category recognizes a live, in-person branded experience such as an event, activation, installation or physical environment designed to engage audiences on-site and bring a destination to life.

This category focuses specifically on physical, experiential engagement.

• Clear objective and target audience
• Strong creative concept and thoughtful execution
• Interactive or multisensory elements
• Seamless integration of destination storytelling
• Demonstrated engagement and measurable impact
• A video showing the experience, if applicable

This category recognizes a single campaign, initiative or activation that used bold thinking, emerging technology or innovative execution to solve a defined marketing challenge and deliver measurable results.

Innovation must be the primary strategy driver and not simply the channel of execution.

This category rewards originality in approach, not format.

• A clearly defined challenge or opportunity
• Original or unconventional approach
• Evidence of testing, learning, or strategic risk-taking
• Strategic use of technology or AI (if applicable)
• Strong execution aligned to strategy
• Measurable impact or meaningful outcomes
• Insight or knowledge that could advance the broader industry

This category recognizes the year’s most impactful fully integrated marketing campaign – a cohesive, multi-channel effort that demonstrates strategic clarity, creative consistency, and measurable results.

This award represents the highest standard of integrated destination marketing and serves as the benchmark for excellence across the industry. Campaigns may integrate a range of channels, including paid, owned and earned media. Tactics may include advertising, social media, partnerships, public relations, influencer engagement and experiential activations.

Budget Categories:

• Destination Overall Organizational Marketing Budget $5 million or less
• Destination Overall Organizational Marketing Budget over $5 million

• A clear, compelling central message
• Integration across three or more marketing channels
• Strategic use of data and audience insights
• Creative consistency across touchpoints
• Demonstrated, sustained impact

This category recognizes a marketing campaign or destination-led initiative that advances inclusivity and accessibility in destination marketing and makes travel more welcoming for underrepresented or historically excluded audiences.

• Clear identification of the audience(s) served
• Intentional strategy to remove barriers or increase representation
• Authentic partnerships or community collaboration
• Inclusive creative execution
• Measurable impact or meaningful outcomes

This category recognizes a marketing initiative or destination-led program that demonstrates travel’s positive impact on local communities through economic vitality, resident engagement or crisis response and recovery.

This award honors work that strengthens community connection while reinforcing the destination’s long-term resilience and relevance.

• Clear identification of a defined community need or challenge
• Strategic alignment between the initiative and that need
• Authentic collaboration with local stakeholders or partners
• Measurable impact on residents, businesses, or community groups
• Evidence of sustained or long-term benefit

This category recognizes a public relations campaign that generated meaningful media coverage through strong storytelling and strategic outreach.

• Clear, cohesive narrative and messaging strategy
• Strategic and targeted media outreach
• Quality, credibility and reach of earned coverage
• Demonstrated impact on awareness, perception or visitation

This category recognizes a digital-first campaign or major digital transformation, that leveraged platform-native strategy to drive measurable engagement and business impact.

Eligible entries may include social media initiatives, influencer programs, video or podcast series, UX/UI overhauls or other digital activations.

• Clear digital strategy aligned to audience behavior
• Strong platform-specific creative execution
• Innovative use of digital formats or emerging tools
• Strategic integration across digital channels
• UX/UI or content innovation, if applicable
• Performance metrics and audience engagement
• Demonstrated impact on awareness, visitation or revenue

This category recognizes exceptional print materials including visitor guides, brochures, maps or specialty publications that inspire travel through strong storytelling, thoughtful design and strategic distribution.

Entries must focus on print execution and distribution strategy.

• High-quality design and visual impact
• Clear audience positioning
• Strategic distribution approach
• Demonstrated return on investment

This category recognizes a destination website redesign or significant digital platform enhancement that demonstrates strategic clarity, user-centered design, and measurable performance impact.

Eligible entries must reflect a comprehensive website experience, not a single landing page or campaign microsite, and show how the digital platform supports audience needs and organizational goals.

This category focuses on the website as a strategic business tool, not simply a visual redesign.

• A clearly defined audience strategy and user journey
• Intuitive navigation and strong UX design
• Mobile responsiveness and accessibility standards
• Thoughtful integration of content, storytelling, and conversion pathways
• Use of data and analytics to inform design decisions
• Measurable improvements in engagement, traffic, lead generation or bookings
• Evidence of sustained performance post-launch

This category recognizes a live, in-person branded experience such as an event, activation, installation or physical environment designed to engage audiences on-site and bring a destination to life.

This category focuses specifically on physical, experiential engagement.

• Clear objective and target audience
• Strong creative concept and thoughtful execution
• Interactive or multisensory elements
• Seamless integration of destination storytelling
• Demonstrated engagement and measurable impact
• A video showing the experience, if applicable

This category recognizes a single campaign, initiative or activation that used bold thinking, emerging technology or innovative execution to solve a defined marketing challenge and deliver measurable results.

Innovation must be the primary strategy driver and not simply the channel of execution.

This category rewards originality in approach, not format.

What Judges Are Looking For:

• A clearly defined challenge or opportunity
• Original or unconventional approach
• Evidence of testing, learning, or strategic risk-taking
• Strategic use of technology or AI (if applicable)
• Strong execution aligned to strategy
• Measurable impact or meaningful outcomes
• A video showing the experience, if applicable
• Insight or knowledge that could advance the broader industry

This category recognizes the year’s most impactful fully integrated marketing campaign – a cohesive, multi-channel effort that demonstrates strategic clarity, creative consistency, and measurable results. This award serves as the benchmark for excellence across the industry.

This award represents the highest standard of integrated destination marketing and serves as the benchmark for excellence across the industry. Campaigns may integrate a range of channels, including paid, owned and earned media. Tactics may include advertising, social media, partnerships, public relations, influencer engagement and experiential activations.

Budget Categories:

• State Overall Marketing Budget of the Organization Less Than or Equal to $10 million or less
• State Overall Marketing Budget of the Organization over $10 million

• A clear, compelling central message
• Integration across three or more marketing channels
• Strategic use of data and audience insights
• Creative consistency across touchpoints
• Demonstrated, sustained impact