According to a recent LinkedIn post from Under Canvas Inc, the company has received an HSMAI Silver Adrian Award for its “We Own The Night” marketing campaign developed with agency J/PR. The post indicates that this campaign builds on Under Canvas’s status as the first hospitality brand to achieve DarkSky certification across all five of its Grand Circle camps.
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The LinkedIn post describes “We Own The Night,” launched in February 2024, as an integrated initiative focused on preserving dark skies, reducing light pollution, and offering immersive nighttime programming centered on stargazing. The recognition from HSMAI, which has honored travel and hospitality marketing for more than 69 years, suggests increased brand visibility for Under Canvas in the outdoor and experiential travel segment.
For investors, the emphasis on DarkSky certification and night-focused guest experiences points to a differentiated positioning within eco- and experience-driven hospitality, potentially supporting pricing power and occupancy in premium segments. Industry marketing accolades may also enhance the company’s appeal to environmentally conscious travelers and partners, though the financial impact will depend on conversion of increased brand awareness into bookings and repeat visitation.