Visit Oxford MS has been named the winner of the 2026 Shining Example Award for Best Marketing Campaign by the Southeast Tourism Society. The recognition was announced during the STS Connections Conference in Richmond, Virginia, placing the Oxford destination marketing organization among the year’s honorees across eight award categories.
The campaign, built around the theme ‘A Place to ___ Your Story,’ was designed to invite travelers to see themselves within Oxford’s narrative rather than simply presenting a list of restaurants, events, and attractions. That identity-driven approach, supported by messaging tailored to specific audience personas, produced measurable results: more than 41 million impressions, a 5% increase in total trips, and a 45.7% increase in average length of stay.
A strategy built on storytelling and personas
At the heart of the award-winning work was a deliberate shift away from conventional destination promotion. Instead of highlighting individual amenities, the campaign used identity-driven storytelling to connect with travelers on a more personal level. Messaging was customized for distinct audience personas, including couples and University of Mississippi alumni, allowing Visit Oxford to speak directly to the motivations and interests of each group.
The theme ‘A Place to ___ Your Story’ served as a flexible framework, encouraging potential visitors to imagine their own experiences in Oxford. That approach helped transform the campaign from a simple advertisement into an invitation to participate in the city’s ongoing story.
Omnichannel placements and targeted billboards
To reach those audiences, Visit Oxford deployed omnichannel placements across target markets. A key component of the media plan included billboards along commuter corridors in Atlanta and New Orleans. These placements were strategically positioned to reach travelers who were already considering a getaway, capturing attention during daily routines and turning consideration into action.
The combination of digital and out-of-home tactics ensured that the campaign’s message reached potential visitors at multiple touchpoints, reinforcing the storytelling theme across different channels and markets.
Results that moved the needle
The campaign’s performance metrics underscore its impact. Generating over 41 million impressions, it significantly raised awareness of Oxford as a travel destination. More importantly, it translated that awareness into actual visits: total trips increased by 5%, and the average length of stay grew by 45.7%. The latter figure suggests that travelers were not only coming but staying longer, likely exploring more of what Oxford has to offer.
Those results were central to the Southeast Tourism Society’s decision to honor Visit Oxford with the Best Marketing Campaign award. The Shining Example Awards, presented annually by STS, recognize excellence in marketing, innovation, leadership, and contribution to Southeast tourism.
Recognition at the STS Connections Conference
The 2026 award was presented during the STS Connections Conference in Richmond, Virginia. The event brought together tourism professionals from across the Southeast, with honorees recognized across eight categories, including best marketing campaigns, digital marketing, niche marketing, and leadership.
Nan Marchand, President & CEO of the Southeast Tourism Society, commented on the Shining Example Awards and this year’s winners. Kinney Ferris, executive director of Visit Oxford, also commented on the award and the campaign, highlighting the team’s efforts and the results achieved.
What the award means for Oxford tourism
For Visit Oxford, the Shining Example Award represents more than a trophy. It validates a strategy that prioritized authentic storytelling and audience understanding over generic promotion. By inviting travelers to themselves in Oxford’s narrative, the campaign helped establish the city as a premier travel destination in the Southeast.
As the destination marketing organization for Oxford, Visit Oxford will continue to build on this momentum. The recognition from STS underscores the effectiveness of identity-driven marketing and the value of tailoring messages to specific traveler personas. With the campaign’s measurable success in generating impressions, trips, and longer stays, Oxford is well-positioned to attract even more visitors in the years ahead.
