On Oct. 17, the Nebraska Tourism Commission announced a surprising new marketing campaign, complete with a bold slogan: “Nebraska. Honestly, it’s not for everyone.”
The new slogan and ad campaign are as quirky and unexpected as the Great Plains state they represent.
The new slogan is self-deprecating and attention-grabbing. What’s more, it makes you wonder, “Is it for me?”
According to this campaign, Nebraska is for you if you enjoy unpretentious and uncomplicated experiences, or if you need some solitude and an escape from the big city.
The rebranding is the result of extensive research conducted by Nebraska Tourism. The group focused on the identity of the state and visitor’s perceptions, and what they discovered is that potential visitors don’t think of Nebraska as a leisure travel destination.
In fact, state tourism director John Ricks told the Omaha World-Herald that Nebraska consistently ranks as the “least likely state” tourists plan to visit. So, this new marketing campaign had to be innovative and enticing.
“The new brand platform is defined by honesty,” Ricks said in a press release. “The overarching concept of honesty is rooted in a mindset that values transparency, purity and simplicity. A way of embracing the not-so-obvious bits of life.”
A New Identity
For the state’s tourism boards, it’s a welcome shake-up from previous slogans. Past campaigns included, “Nebraska … the good life,” “Visit Nebraska. Visit Nice,” “America’s Frontier” and ”My Choice, Nebraska.”
The goal of this new campaign is to change the perception that there is nothing to do in Nebraska. “I think visitors are going to be receptive to the boldness of the campaign and the humor that it brings,” Kristina Reeves, tourism director for Discover Northwest Nebraska said in a press release. “It’s just a really refreshing campaign and I’m really looking forward to seeing what the results look like.”
Dynamic imagery from the advertising campaign gives a peek into the unique and quirky adventures awaiting visitors. There are photos of one-of-a-kind activities like “tanking” (pictured below), roadside attractions like Carhenge and natural wonders like Toadstool Geologic Park. They appear alongside phrases like, “Lucky for you, there’s nothing to do here.”
So, are you curious enough to book a trip to Nebraska and see for yourself?