New Nebraska Tourism marketing campaign

NEBRASKA CITY, Neb. (October 17, 2018) – Nebraska may not be on everyone’s bucket list of places to visit, but if you like experiences that are unpretentious and uncomplicated or if you enjoy escaping the big city life for moments of solitude in the open plains, creating your own fun or exploring the quirkiness the state has to offer, chances are, you will like it here. 

This is the premise of Nebraska Tourism Commission’s new marketing campaign that was unveiled Wednesday, October 17 at the Nebraska Tourism Conference.

In 2017, before creating the campaign, the Nebraska Tourism Commission had Brand Lever, a brand consultancy specializing in destination marketing, conduct research. They discovered that consumers don’t consider Nebraska a leisure travel destination, and because they don’t view the state that way, most won’t put forth the effort to find or research things to do here. Therefore, the goal of this new campaign is to change the perception there is nothing to do in Nebraska.

Because of the marketing challenge Nebraska faces, the campaign needs to be disruptive. Nebraska’s qualities of warm and welcoming are good, but the campaign needs to go beyond that. The new approach addresses people’s preconceived notions about the state using self-deprecating humor.

In spring of 2018, the campaign was tested in key out-of-state markets that have the greatest potential to deliver visitors. Testing proved that the advertising effectively overcomes significant hurdles Nebraska faces as a leisure destination, the campaign increased likelihood to visit for most or increased their potential time in the state. Respondents also recognized and understood the self-deprecating humor and it worked well for them, in fact, the humor is a key reason why the campaign was so well received.

The content was created from a statewide photo and video shoot in August 2018. In the advertisements you will find tanking, unique and quirky locations like Carhenge and Hollywood Candy, conservation photographer Michael Forsberg roaming the Great Plains, Toadstool Geologic Park and more. 

“This campaign roll out and release is a perfect example of a team of tourism professionals working together to grow our state and the coinciding economic impact of tourism,” said Jeff Maul, Lincoln Convention and Visitors Bureau executive director.

The look and feel of the campaign will carry over into VisitNebraska.com, the official Nebraska Travel Guide and on social media using #HonestlyNE.

The new campaign will begin in spring of 2019 in key out-of-state markets.