The Blackburn Wins Silver Adrian Award

The Blackburn Inn and Conference Center Wins Silver Adrian Award for "Stay. Ride. Relax." Marketing Campaign

Staunton, VA – February 20, 2025 – The Blackburn Inn and Conference Center is delighted to announce that it has received the prestigious Silver Adrian Award in the Integrated Campaign: Business to Consumer category for its "Stay. Ride. Relax." marketing campaign. Presented by the Hospitality Sales & Marketing Association International (HSMAI), the Adrian Awards honor excellence in travel marketing, advertising, and public relations.

The "Stay. Ride. Relax." campaign, created in partnership with the Virginia Scenic Railway, aimed to boost overnight visitation and ticket sales during the slower travel season from January to March 2024. Developed and executed by The Blackburn and Virginia Scenic Railway, the campaign featured an exclusive package that included an overnight stay at The Blackburn, a scenic rail excursion for two aboard the Virginia Scenic Railway, a champagne welcome, an embroidered fleece blanket, and additional curated offerings amenities.

Campaign Impact & Results

The integrated marketing campaign, a collaboration between Retro Hospitality, the hotel operator, and Cure, a Richmond-based marketing agency, employed a strategic combination of content marketing, social media, and email marketing to attract potential travelers. The results surpassed expectations:

-              112 room nights booked between January and March 2024 for The Blackburn.

-              Over 640,000 social media impressions, reaching 262,455 people and generating 34,000 clicks with a 5.40% click-through rate—the highest-performing campaign The Blackburn has ever conducted.

Thanks to this success, the Blackburn Inn and Virginia Scenic Railway have extended the "Stay. Ride. Relax." package for the remainder of 2024, allowing even more travelers to enjoy this unique getaway. “This successful collaboration continues to raise awareness and attract visitors to Staunton. We are excited to maintain this partnership with the Virginia Scenic Railway in 2025,” says Robin Miller, owner of The Blackburn Inn and Conference Center.

Looking Ahead

Following the success of the initial "Stay. Ride. Relax." campaign, the overnight package has been extended into 2025 and is available to book online or over the phone. “It truly is a one-of-a-kind experience in Virginia. The Virginia Scenic Railway and partnerships like this are game changers for the City of Staunton,” adds Katie Campbell, Retro Hospitality’s Vice President of Marketing & Partnerships. For more information about The Blackburn Inn and Conference Center, visit https://www.blackburn-inn.com/.

About the Adrian Awards

The HSMAI Adrian Awards are among the most prestigious honors in the hospitality industry, recognizing outstanding achievements in advertising, digital marketing, and public relations. Each year, top brands and agencies compete to showcase their most innovative and effective campaigns. Winning an Adrian Award places The Blackburn Inn and its partners among the leading voices in travel marketing.

About The Blackburn Inn and Conference Center

Located in historic Staunton, Virginia, The Blackburn Inn and Conference Center is a boutique hotel celebrated for its elegant accommodations, rich history, and unique guest experiences. Committed to exceptional hospitality, it is a premier destination in the Shenandoah Valley for leisure travelers, corporate retreats, and special events.