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 Nebraska Tourism, 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 proceeded to build an entire campaign around it that highlighted the good, the bad, the beautiful, and the odd attractions of Nebraska. By changing the conversation and being honest with Americans, the whole world started talking about Nebraska for the very first time. (It turns out people like it when you tell the truth.) But people weren’t just talking about Nebraska. They were showing interest in Nebraska. Maybe it’s true that honesty really is the best policy—even in advertising.

Honesty really is the best policy.

How Culture Reacted

1 %

Increase In Site Visitors

1 %

Increase In Engagement
With e-Travel Guide

1 %

Increase In On-site