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Home / US / "Honestly, it's not for everyone," says Nebraska's new tourism campaign

"Honestly, it's not for everyone," says Nebraska's new tourism campaign



Nebraska has an image problem. For four consecutive years, it has come to the bottom of the list of states that want to visit tourists, reports the travel market research firm MMGY Global. Although travel writers routinely praise Omaha's music and art scenes and the state's spectacular wildlife, people on the shores tend to think that Nebraska is a really long cornfield they need to drive to reach the Rockies.

a new approach. On Wednesday, the Nebraska Tourism Commission unveiled its new slogan, "Honestly, it's not for everyone."

Yes, that's real. And no, it's not a reverse psychology attempt. A news release from the Nebraska Tourism Commission states that the state may not be for everyone. But the commission said, "If you like experiences that are unpretentious and straightforward, or if you like fleeing the big city life for moments of solitude in the open plains, create your own fun or explore the quirks that the state has to offer Chances are you like it here. "

The slogan is featured in ads that will be released next spring. With the aim of changing the perception of the people of Nebraska as a place where there is nothing to do, the commission said. One shows hikers on a rock formation next to the phrase "famous for our flat, boring landscape." Another features a waterfall running through a lush forest and the line, "another day on the dusty plains."

Brand consultant hired by The state found that most consumers do not consider Nebraska a holiday destination, the commission said in its press release. The campaign must be "disruptive," the commission wrote to Nebraska because of the "marketing challenge". The self-assured humor of the slogan was well received when tested in out-of-state markets that could deliver tourists to Nebraska, according to the commission.

Nevertheless, not all Nebraskans are sold with the new marketing strategy. A survey by the Omaha World-Herald shows that a majority of readers say they like the slogan, but critics say it does not help to sell the state as a place tourists want to visit. (1

9659002) "I just do not believe that the best way to put ourselves is stereotypes about ourselves," Micah Yost, a native of Nebraska, owns a branding and marketing firm in Omaha, said the Washington Post. "There is no reason why people would pull to the state."

So, how would he contrast his outside state to outsiders?

"Nebraska was part of the original frontier, and it could help the idea of ​​discovery and people discover things they might not have known," he said, citing the energy of cities like Omaha and Lincoln and easy access to outdoor activities, trails and wildlife.

Choosing the right slogan is not just about tourism, Yost argued. It also affects companies like his, who do business outside the state.

"If you look at us only as cornfields and unpaved roads, you'll miss the innovations that take place at the universities, the big sporting events, the big restaurants – all the great things that happen in the state," he said.

Officials told the Omaha World Herald that the state spent about $ 450,000 on the campaign. Yost said the price was high, and he was frustrated that Nebraska's tourism commission was working with an extra-state firm when a local authority had a deeper understanding of the state.

He's not the only one worried about the new campaign

"I realize it's ironic," wrote KETV presenter Julie Cornell on Facebook on Wednesday. "But words are important, people, shit, and WHY … did we pay a Colorado company for it? I know a lot of talented marketing companies in Nebraska!"

"Our tourism is shitty because everyone says we are shit and they just roll it, "a Nebraskan complained on Twitter. "Western Nebraska is one of the most beautiful and authentic parts of the country I've ever been to."

"This will bring people here in droves … NOT," wrote another. "There's a lot to appreciate about #Nebraska & a lot of potential." Apparently, @NebraskaTourism was tasked with keeping others from discovering our gems, reinforcing the cliché of being just a transit state, not a destination. "

Tourism officials could not be reached for comment on Wednesday, but Nebraska Tourism Director John Ricks told the Omaha World-Herald this He does not believe the campaign has reinforced negative stereotypes. Focus groups appreciated the honesty of the pitch, he said.

"To get people to listen, you have to hook them in somehow," he told the World Hero. "We had to shake people up."

The self-deprecating slogan is of course suitable for parody. On Twitter, some Nebraska people jokingly suggested their own alternative slogans, such as "Nebraska: We do not want to be here either."

"Nebraska: typhoid free since 1987!" Wrote Brett Baker, a producer around 1011 news in Lincoln. Among his other suggestions: "Nebraska: minimal storm surge!" And "Nebraska: We have very few serial killers!"

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