CHARLESTON, W.Va. — The West Virginia Department of Tourism has earned international recognition for its consumer branding efforts, receiving a Gold Adrian Award from the Hospitality Sales and Marketing Association International for its “Screen-Free Summer” campaign.
Now in its 69th year, the Adrian Awards are the world's largest and most prestigious travel marketing competition, honoring excellence in hospitality, tourism, and destination branding. West Virginia’s campaign was recognized for its timely message and strong appeal to travelers seeking meaningful, restorative experiences.
‘Screen Free Summer’ Earns International Marketing Honor
The Gold Adrian Award recognizes the Department of Tourism’s effort to encourage visitors to unplug from digital devices and rediscover the natural beauty and sense of calm found across the Mountain State. The campaign positioned "Almost Heaven, West Virginia," as a destination where travelers can slow down, reconnect, and recharge.
Tourism officials said the award reflects a growing global interest in destinations that emphasize authenticity, wellness, and outdoor experiences.
Encouraging Travelers to Unplug and Reconnect
The “Screen-Free Summer” campaign targeted digitally exhausted consumers through a multi-channel approach that included digital billboards, immersive television spots, streaming audio advertising, and strategic media partnerships. The messaging highlighted West Virginia’s mountains, rivers, trails, and quiet communities as an antidote to constant connectivity.
By blending modern media with a back-to-nature message, the campaign reinforced the state’s brand as a place where visitors can step away from screens and experience a slower pace of life.
A screen-free summer is a travel and lifestyle concept that encourages people to step away from constant digital engagement—smartphones, laptops, streaming, and social media—and instead spend time immersed in real-world experiences.
The idea centers on reducing screen time in favor of outdoor recreation, face-to-face connections, and mindful moments in natural settings, whether that means hiking, paddling, exploring small towns, or simply slowing down without notifications and alerts.
As concerns about digital fatigue and burnout grow, a screen-free summer has emerged as a way for travelers to recharge mentally and emotionally by reconnecting with nature, family, and a sense of place rather than with their devices.
Tourism Secretary Highlights "Almost Heaven" Brand
“We’re proud to take home the gold for a campaign that shines a light on our state’s core qualities — like helping travelers slow down and reconnect with what matters most,” said Chelsea Ruby, secretary of the West Virginia Department of Tourism.
“I’m so proud of the innovative work our team is doing to continue making the Mountain State a leader in the travel industry,” Ruby said. “The rest of the world is discovering what we’ve known all along: West Virginia is truly Almost Heaven.”
Additional 2025 Awards and National Recognition
The Gold Adrian Award adds to a strong year of accolades for the Department of Tourism. Earlier this fall, the agency received a Crystal Award from the Public Relations Society of America West Virginia Chapter in the Integrated Communications category for its West Virginia Paranormal Trail campaign.
In addition, Stephen Brightwell, a Charleston photographer with the Department of Tourism, was named PRSA West Virginia Photographer of the Year for his visual storytelling and contributions to promoting the state.
Paranormal Trail Draws Visitors from Across the U.S. and Beyond
Since its launch, the West Virginia Paranormal Trail has attracted more than 10,000 registered participants from 47 states and seven countries. Visitors can sign up for a free mobile passport, which has generated more than 8,000 check-ins at historic and folklore-rich sites across the state.
The trail has also received national attention, with features in major travel publications including Forbes, Thrillist, and Travel + Leisure. Tourism officials say the campaign demonstrates how creative storytelling and immersive experiences continue to broaden West Virginia’s appeal to both domestic and international travelers.
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