Images from the New Mexico "nearcation" campaign.

Digital and social media have generated a lot of buzz in recent years. However, as Peter Shankman, founder of HARO.com and CEO of The Geek Factory, observed at the Hospitality Sales & Marketing Association International (HSMAI) Digital Marketing Strategy conference on Tuesday in New York, “I have yet to meet a CEO who thinks that cool trumps revenue.”

To that point, HSMAI’s Adrian awards honored hospitality, travel and tourism organizations whose campaigns also drove results. A panel of digital marketing award winners presented their case studies at the conference, and two awards involved ‘nearcations,’ vacations to a nearby city or state.

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