Entries should show how your destination has demonstrated its value to stakeholders and lawmakers during this difficult time for the industry.
Entries may include, but are not limited to: presentations to stakeholders, advertisements, video messaging, etc.
Community Building
The entry should showcase the work DMOs undertook in 2020 to serve as the go-to resource for COVID-19 restrictions, health and safety best practices, etc. for residents and visitors alike.
Entries should focus on how small and local businesses were supported through 2020 in their communities, as well as any other programming created.
Destination Website
The entry should include descriptions of features such as mapping, search filters, user-personalization, etc. and the integration of a broad range of social media channels.
Creative implementation of the destination’s brand--visually pleasing, unique, captures the spirit of a destination.
Demonstrates technological innovation.
Results should include the number of unique visitors, bounce rate, time on site and signals of intent to travel.
Entries should only reflect a DMO or CVB’s official website, NOT a microsite or promotional site.
Destination and Product Development
Entries should focus on how outdoor and other social-distancing-friendly attractions have been upgraded throughout the year to accommodate residents and visitors safely.
Digital Campaign
Creative and innovative use of multiple digital marketing channels, including (but not limited to) website, digital ads, email marketing, social media, etc.
Originality and unique ideas considered.
Results should show success through web analytics, paid impressions, click through rates, social media growth, etc.
Integrated Marketing and Messaging Campaign: Overall Marketing Budget Less Than $1 Million
Effective integration of two or more components of a marketing campaign.
Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
Your entry must fall under the appropriate category for your organization's overall marketing budget, not the budget for the individual campaign.
Integrated Marketing and Messaging Campaign: Overall Marketing Budget $1 Million—$5 Million
Effective integration of two or more components of a marketing campaign.
Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
Your entry must fall under the appropriate category for your organization's overall marketing budget, not the budget for the individual campaign.
Integrated Marketing and Messaging Campaign: Overall Marketing Budget More Than $5 Million
Effective integration of two or more components of a marketing campaign.
Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
Your entry must fall under the appropriate category for your organization's overall marketing budget, not the budget for the individual campaign.
Printed Collateral Materials
Entries can include, but are not limited to: print visitor guides, print advertising pieces, brochures, etc.
Entry should include information on media plan, targeting, audience and specific results.
Metrics should include: print quantity, distribution and audience
Entries should include one (1) electronic version of your printed piece and at least one (1) high resolution image (.png or .jpg format).
Please send five (5) hard copies of your collateral to accompany your entry to:
ESTO/U.S. Travel Association
ATTN: Nora Thomas
1100 New York Ave. NW, Suite 450W
Washington, D.C. 20005
Public Relations Campaign
Campaigns may be directed at niche markets or a general travel audience.
Campaigns may also relate to special events, crisis management programs or overall tourism promotion.
They must focus on a single, unified theme.
Results should include: impressions, results, pick-up and social media (if applicable).
Short-Term Marketing Campaign
Entry should be based on a seasonal, limited time campaign (4-6 week duration), multi–channel and event specific.
Social Media Campaign
Creative use of social media platforms, such as Facebook, Twitter, Instagram, TikTok, Pinterest, etc.
Creativity and appeal of visual components; brand consistency.
Originality considered; unique idea or approach.
Results should include analytics, performance against targets, dashboard data (e.g. geo-targeting, likes, top posts, re-tweets, pins, shares, growth over period or versus YAG), paid tactics, earned media and engagement level.
Special Projects
Any marketing or creative project from a destination marketing organization that does not fit in any other category.
Projects may be, but are not limited to: development projects, advocacy campaigns, welcome center projects, employee training projects, socially/environmentally responsible efforts, short films, experiential, trade, B2B, etc.
Depending on the activation, results should be communicated with relevant and meaningful metrics.
“The Road Less Traveled”
With concerns about destination overcrowding in locales across the U.S., this award recognizes a destination showcasing areas outside their traditional "tourist trail."
These campaigns may be in the form of video, digital or social.
Entries must show why attractions, restaurants and sites are outside of the traditional tourist areas, and present a strategy for moving tourism dollars throughout an entire destination or region - not only in a BID, TID or TBID.
Video, Film or Podcast Series
Unique and creative production of a destination-specific video or podcast series.
Showcases unique elements of a destination.
A video series must constitute three (3) or more videos in succession.
Virtual Programming
Entries should focus on creativity demonstrated to pivot to virtual destination marketing offerings—virtual tours/experiences, unique Zoom backgrounds, songwriter series, etc.
National Council of State Tourism Directors Mercury Awards – Categories
Advocacy and Grassroots Campaign
Entries should show how your state has demonstrated its value to stakeholders and lawmakers during this difficult time for the industry.
Entries may include, but are not limited to: presentations to stakeholders, advertisements, video messaging, etc.
Broadcast Advertising: Television
Entries should be a TV spot of 60 seconds or less.
1 to 3 spots of a single campaign.
Upload spots in the Media Files tab in the entry form or provide URL links.
Results should address: How did you aid awareness? What was your media strategy? Who were you targeting?
Community Building
The entry should showcase the work state tourism offices undertook in 2020 to serve as the go-to resource for COVID-19 restrictions, health and safety best practices, etc. for residents and visitors alike.
Entries should focus on how small and local businesses were supported through 2020 in their communities, as well as any other programming created.
Digital Campaign
Creative and innovative use of multiple digital marketing channels, including (but not limited to) website, digital ads, email marketing, social media, etc.
Originality and unique ideas considered.
Results should show success through web analytics, paid impressions, click through rates, social media growth, etc.
Industry and Strategic Partnerships
A marketing effort in which the entrant and another state/province, country, city, county, region, governmental agency, or private enterprise (commercial or non-profit) cooperate to promote travel.
Entrant has a principal role in developing, financing and/or executing the project.
Results should include clear statement of partnership goals; any/all results, depending on activation media used.
Integrated Marketing and Messaging Campaign: State Marketing Budget Less Than $10 Million
Effective integration of two or more components of a marketing campaign.
Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
Your entry must fall under the appropriate category for your organization’s overall marketing budget, not the budget for the individual campaign.
Integrated Marketing and Messaging Campaign: State Marketing Budget More Than $10 Million
Effective integration of two or more components of a marketing campaign.
Includes advertising, digital media, print, social etc. for an annual branding and marketing campaign.
Your entry must fall under the appropriate category for your organization’s overall marketing budget, not the budget for the individual campaign.
Printed Collateral Materials
Entries can include, but are not limited to: print visitor guides, print advertising pieces, brochures, etc.
Entry should include information on media plan, targeting, audience and specific results.
Metrics should include: print quantity, distribution and audience
Entries should include one (1) electronic version of your printed piece and at least one (1) high resolution image (.png or .jpg format).
Please send five (5) hard copies of your collateral to accompany your entry to:
ESTO/U.S. Travel Association
ATTN: Nora Thomas
1100 New York Ave. NW, Suite 450W
Washington, D.C. 20005
Product Development
Entries should focus on how outdoor and other social-distancing-friendly attractions have been upgraded throughout the year to accommodate residents and visitors safely.
Public Relations Campaign
Campaigns may be directed at niche markets or a general travel audience.
Campaigns may also relate to special events, crisis management programs or overall tourism promotion.
They must focus on a single, unified theme.
Results should include: impressions, results, pick-up and social media (if applicable).
Social Media Campaign
Creative use of social media platforms, such as Facebook, Twitter, Instagram, TikTok, Pinterest, etc.
Creativity and appeal of visual components; brand consistency.
Originality considered; unique idea or approach.
Results should include analytics, performance against targets, dashboard data (e.g. geo-targeting, likes, top posts, re-tweets, pins, shares, growth over period or versus YAG), paid tactics, earned media and engagement level.
Special Projects
Any marketing or creative project from a destination marketing organization that does not fit in any other category.
Projects may be, but are not limited to: development projects, advocacy campaigns, welcome center projects, employee training projects, socially/environmentally responsible efforts, short films, experiential, trade, B2B, etc.
Depending on the activation, results should be communicated with relevant and meaningful metrics.
“The Road Less Traveled”
With concerns about destination overcrowding in locales across the U.S., this award recognizes a state showcasing areas outside their traditional "tourist trail."
These campaigns may be in the form of video, digital or social.
Entries must show why attractions, restaurants and sites are outside of the traditional tourist areas, and present a strategy for moving tourism dollars throughout an entire state - not only in a BID, TID or TBID.
Travel Website
The entry should include descriptions of features such as mapping, search filters, user-personalization, etc. and the integration of a broad range of social media channels.
Creative implementation of the destination’s brand--visually pleasing, unique, captures the spirit of a destination and user-friendly.
Demonstrates technological innovation.
Results should include in addition to the number of unique visitors and bounce rate, time on site, signals of intent to travel.
Entries should only reflect a state’s official tourism website, NOT a microsite or promotional site.
Video, Film or Podcast Series
Unique and creative production of a state-specific video or podcast series.
Showcases unique elements of a destination.
A video series must constitute three (3) or more videos in succession.
Virtual Programming
Entries should focus on creativity demonstrated to pivot to virtual destination marketing offerings—virtual tours/experiences, unique Zoom backgrounds, songwriter series, etc.
