The Web Marketing Association is proud to present this 2025 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
OCALA/MARION COUNTY AND MILES PARTNERSHIP
POSITIONING OCALA AS FLORIDA'S HIDDEN GEM FOR TRAVEL ENTHUSIASTS
Best Travel Online Campaign
Ocala/Marion County sought to elevate its status as a must-visit Central Florida destination. Facing competition from better-known locations, the challenge was to captivate travel intenders—outdoor enthusiasts, families, and equestrian lovers—while reinforcing its unique blend of nature, culture, and culinary offerings.
A $150,000 campaign leveraged Nativo’s native advertising platform, distributing four branded articles in contextually relevant environments, such as Travel Awaits and Trips to Discover. Headlines emphasized exclusivity, excitement and Ocala’s hidden-gem allure. Custom imagery spotlighted equestrian culture, outdoor activities and culinary experiences.
Tactics included Native articles with refreshed creative assets highlighting Ocala's diverse appeal, from scenic trails to world-class dining and events; a brand rank study capturing pre- and post-exposure audience perceptions, showcasing how content influenced destination ranking; strategic use of engaging headlines (e.g., "9 Reasons Why Ocala is Florida’s Best-Kept Secret") and interactive elements, like hyperlinks, fostered deeper exploration.
The results were impressive, including over 14.3M impressions and a 52-second average time-on-content, surpassing benchmarks by 73%, and 79,542 page views and 205 content shares, marking a 600% increase in earned views from the previous year. Ocala’s top consideration ranking jumped from 23% to 66%, demonstrating the campaign's impact on audience perception. Personas like “Family Travelers” and “Outdoor Adventurers” drove engagement rates up to 77% above campaign averages.
Through precise storytelling and media execution, the campaign redefined Ocala as a premier travel destination, effectively combining creativity with measurable outcomes.
Contributors:
| Director, Tourist Development, Ocala/Marion County: | Loretta Shaffer |
| Manager, Tourist Development, Ocala/Marion County: | Sky Wheeler |
| Marketing and Communications Supervisor, Ocala/Marion County: | Jessica Heller |
| Vice President, Miles Partnership: | Ileana Frascone |
| Account Director, Miles Partnership: | Elodie Badoual |
| Account Supervisor, Miles Partnership: | Hayley Radich |
| Media Planner, Miles Partnership: | Lindsey Sullivan |
MILES PARTNERSHIP
Website: www.milespartnership.com
Location: USA
About the Agency:
Miles Partnership markets destinations and hospitality businesses by working with state tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward-thinking digital and print content marketing solutions.