Applied to:
This award recognizes a marketing program that has successfully enhanced and promoted a brand, a group or a concept/product through innovative initiatives, tools or partnerships. The marketing initiative must demonstrate a deep understanding of its target audience and will have successfully engaged and inspired them through creative and effective collaborations.
* Brands/Groups may submit themselves or partners/agencies may submit on behalf of their clients.
The project:
Adagio partnered with professional skipper Eric Péron in 2023 as the title sponsor for the prestigious Arkea Ultim Challenge, the first-ever solo multihull race around the world. This collaboration, which exemplifies Adagio’s values of boldness, friendliness, and responsibility, successfully positioned the brand as a forward-thinking and innovative leader in the hospitality sector while boosting its visibility and reputation on a global stage.
The partnership featured several impactful elements. The boat was named "ADAGIO," ensuring prominent visibility throughout the race. Adagio’s branding appeared on the sail, hull, and team clothing, while exclusive image rights allowed the use of content from the race for promotional purposes. The collaboration extended beyond the race with skipper Eric Péron serving as a brand ambassador, participating in company events, hosting sailing experiences for customers, and engaging with internal teams via virtual calls during the race.
Adagio leveraged this partnership through strategic activations, including a strong social media presence, press conferences, and public relations campaigns that collectively garnered over 3,000 media mentions and reached an audience of 815 million. A dedicated landing page and brand content (photos, videos, and audio recordings) further amplified the campaign. On-site, a 10-day pop-up at the departure village in Brest attracted 150,000 visitors, offering interactive experiences like kids’ activities and sailing-themed events for loyal customers.
The initiative not only reinforced Adagio’s brand visibility but also created significant emotional engagement with its audience, aligning the brand with values of performance, innovation, and environmental responsibility. The successful execution of the Arkea Ultim Challenge partnership illustrates Adagio’s ability to creatively bridge sports sponsorship with hospitality marketing, setting a new benchmark for impactful brand campaigns. This collaboration enhanced Adagio’s market positioning and demonstrated its commitment to bold, innovative partnerships.
The Hospitality Awards celebrate innovation and excellence and highlight the most creative initiatives in a sector that is constantly and rapidly changing hospitality.
