Lonely Planet Writer

Why Nebraska admits it’s “honestly, not for everyone”

If you like being a bit contrary or perhaps exploring where others don’t, Nebraska’s latest tourist campaign may entice you to pay a visit as it assures you it’s “honestly, not for everyone”.

Sunset at the Courthouse Jail Rocks. Photo by Nebraska Tourism

The new campaign will roll out across the USA in spring 2019 in the hope it can entice more out-of-state visitors with a touch of self-deprecating humour. The initial testing for the new tagline went well, with people saying it made them more likely to pay a visit and even stay for longer.

In a statement, the chair of the Nebraska Tourism Commission said they had high hopes for the new campaign. “We discovered that we can’t offer something to everyone — but to those that we can, this campaign speaks to their sense of adventure and discovering what we as Nebraskans are all about.”

Scotts Bluff National Monument. Photo by David Sucsy/Getty Images

The blurb on one of the upcoming promotional material reads: “there are two kinds of people in this world. The ones who think Nebraska is nothing more than a 77,000-square-mile cornfield, and the ones who don’t. We find that second group to be a lot more interesting, and are comforted by the knowledge that there are people willing to look deeper to discover what makes this place so special.”

According to data from 2017, Nebraska is the ninth least-visited state in the USA with an annual 20 million visitors. However, it’s undoubtedly hoping to capitalise on the visitor boom as a result of last year’s Great American Eclipse.

Part of the new campaign. Photo by Nebraska Tourism

Nebraska won’t be the first or the last tourism board to employ a funny tourist slogan to be remembered. The Lithuanian capital of Vilnius recently made headlines for advertising itself as the ‘G-spot of Europe’ because “nobody knows where it is but when you find it – it’s amazing”. Plus there’s an honourable mention to those accidentally humorous slogans, including Armenia’s memorable tagline: ‘Visit Armenia. It is beautiful.’