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Visit Oxford MS has been recognized by the Southeast Tourism Society (STS) with this year’s 2026 Shining Example Award for Best Marketing Campaign. Oxford’s destination marketing organization was honored for a results-driven campaign that generated more than 41 million impressions, a 5% increase in total trips and a 45.7% increase in average length of stay, further establishing Oxford, Mississippi as one of the Southeast’s premier travel destinations. The award was presented during the STS Connections Conference in Richmond, Virginia.
Built around identity-driven storytelling, the campaign – themed “A Place to ___Your Story”– invited travelers to picture themselves inside Oxford’s narrative rather than simply promoting its restaurants, events and attractions. Different forms of messaging were tailored to specific audience personas, like couples and University of Mississippi alumni, and extended across omnichannel placements in target markets to promote tourism to the destination. For example, high-impact billboards were placed along major commuter corridors in drive-market cities like Atlanta and New Orleans, putting Oxford in front of travelers who were already thinking about their next getaway.
“Every year, the Shining Example Awards remind us just how much talent and dedication drive tourism across the Southeast,” said Nan Marchand, President & CEO of Southeast Tourism Society. “This year’s winners represent the very best of our industry — bold marketing, strong leadership and a genuine commitment to the destinations and communities they serve. Congratulations to all of them.”
The Shining Example Awards are presented annually by STS to recognize tourism professionals and organizations across the Southeast for excellence in marketing, innovation, leadership and contribution to the region’s tourism industry. This year’s honorees were recognized across eight categories, including best marketing campaigns, digital marketing, niche marketing and leadership.
“Being recognized with a Shining Example Award is a true honor and a reflection of the hard work our team puts into telling Oxford’s story,” said Kinney Ferris, executive director, Visit Oxford. “This campaign was built to capture what makes Oxford special and to inspire travelers to experience it for themselves. We are grateful to the Southeast Tourism Society for this recognition and to our community for continuing to make Oxford a destination worth visiting.”
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