Visit Lake Charles set out to redefine the destination as a haven of year-round playful experiences, attracting high-value travelers and driving measurable overnight visits from key audience segments. Moreover, they aimed to restore their reputation as a destination that guarantees an unparalleled experience, combining excitement and relaxation flawlessly. In early 2023, Visit Lake Charles decided upon a new campaign entitled, “AS MUCH JOY AS YOU CAN PACK IN” to capture the diversity of the destination and its juxtaposition of experiences that evoke light-hearted yet adventurous feelings that are available year-round. Visit Lake Charles will be recognized by the Hospitality Sales & Marketing Association International (HSMAI) with the Adrian Award for its outstanding achievements in travel marketing. This is the first Adrian Award win for the organization.