Nebraska Tourism Commission

Nebraska quarter

Honestly, it’s not for everyone.

How do you put Nebraska back on the map?

When no one’s been listening, you have to change
the conversation.

When we began working with the Nebraska Tourism Commission, the state had been ranked dead last for the most desirable state to visit for four years in a row. In a crowded market, no one was listening. Clearly we needed to change the conversation. In fact, to sell Nebraska, we needed to stop selling and just tell the truth: “Nebraska: Honestly, it’s not for everyone.” We then built an entire campaign around it, highlighting the good, the bad, the beautiful, and the odd attractions of Nebraska, at the same time stretching a comparably small budget to the max. And whad’ya know? Real people are really showing interest in and actually visiting Nebraska. In the month of June 2019 alone, visitors spent more than $88 million on lodging in the state. The campaign has also earned the state some considerable street cred. The U.S. Travel Association named Nebraska the 2019 Mercury Award winner for Branding and Integrated Marketing Campaign for a State Marketing Budget Less Than $10 Million.


Honesty really is the best policy.

How Culture Reacted

1 %

YoY increase in
lodging tax collections

1 %

YoY increase in site
visitors overall

1 %

increase in travel
guide requests

1 %

average growth in site visits
from target markets