Best Travel Online Campaign

As the United States approaches its 250th anniversary in 2026, the nation reflects on the people, places and moments that shaped our identity. From the legendary frontier spirit of Daniel Boone to Abraham Lincoln’s Kentucky roots, and from the battlegrounds of the Civil War to the civil rights strides of Muhammad Ali, Kentucky has been both witness and contributor to the country’s defining eras. Kentucky Tourism was tasked with highlighting Kentucky’s unique historical footprint within their existing “Kentucky. Find What Moves You” brand platform and to encourage meaningful travel by showcasing the ways visitors can celebrate America250 in the Bluegrass State. With audiences including history buffs, culture and lifestyle tourists and family travelers, we took a contextual, behavioral and geographic targeting approach to markets like Cincinnati, Columbus, St. Louis, Dayton and more. This digital campaign showed strong performance (at or above benchmarks): Digital ads have delivered more than 11.5M impressions with an average CTR of 0.14% (benchmark: 0.10%) Paid search has delivered nearly 60k impressions with an average CTR of 12.30% (benchmark 10.16%) Rich media CTR (0.24%) and interaction rate (0.32%) are above benchmarks (0.10-0.15% and 0.1-0.2% respectively) Paid social has delivered nearly 5M impressions with an average CTR of 2.18% (benchmark 2.20%) Smithsonian enews had a 46.3% open rate (industry benchmark of 19.5%) Ultimately, this campaign succeeded in celebrating Kentucky’s unique role in America’s history and in driving interest in visiting the Bluegrass State.

Contributors:

Vice President, Miles Partnership:	Margaret Horlander
Senior Account Director, Miles Partnership:	Cynthia Kendrick
Account Manager, Miles Partnership:	Jessica Payne
Senior Content Manager, Miles Partnerships:	J.T. Mullen
Vice President, Creative Services, Miles Partnership:	Neal Alfano
Graphic Designer, Miles Partnership:	Katie Smith

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.