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Nebraska’s New Tourism Slogan: ‘It’s Not For Everyone’

Dorathy Gass

There’s nothing like brutal honesty to get your point across, and the state of Nebraska is embracing this idea with their newest tourism campaign, having a tagline that states: Nebraska. Honestly, it’s not for everyone.

Refreshing, isn’t it?

Travelweek announced that the Tourism Commission for Nebraska recently unveiled the campaign at a conference, which will replace their current “Through My Eyes” tourism initiative, this upcoming spring.

According to Nebraska’s Tourism Director, John Ricks, the state ranks as the least-likely one to visit across the U.S.A. by tourists quite consistently, the team knew they had to come up with a marketing campaign that was different. Ricks noted that to make the public listen, you need a hook, and the team wanted to shake things up a bit.

Perhaps they hit the nail on the head this time around. In the past, the state has used tourist tag lines to gain visitors, like: ‘My Choice, Nebraska’; ‘America’s Frontier’; ‘Nebraska … the good life’; as well as the one sued in their 2014 campaign, ‘Visit Nebraska. Visit Nice’.

A tourism video that that will start running in the spring of 2019 begins with some quirky background music, as a boy looks through huge glasses into a camera. A voice then comes on, stating that:

Nebraska is kind of like that odd kid. Didn’t say much in school. Slightly peculiar maybe. But when you took the time to get to know him, turned out he was pretty interesting.

There’s also another ad in the campaign with two individuals jumping over and walking around rock formations at the state’s Toadstool Geologic Park with the words, ‘Famous for our flat, boring landscape’ donned across the photo. Ricks added that it’s all about the perception in people’s minds, versus the things you actually do and see when you get to the destination. Ricks also stated that the team wanted to figure out a good way to get people to come to Nebraska.
They may have finally come up with something that will peak tourists’ curiosity.

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