‘Boring’ Nebraska makes waves with self-mocking tourism slogan
Nebraska has found that brutal honesty can pay dividends in the competitive landscape of tourism marketing.
A new self-deprecating marketing pitch has been making waves since being unveiled last week and earned wide exposure – something it has struggled to do in previous campaigns.
The new slogan? "Nebraska. Honestly, it’s not for everyone."
The Nebraska Tourism Commission took a bold new approach this time as it consistently ranks near the bottom of states most tourists plan to visit.
"To make people listen, you have to hook them somehow. We had to shake people up," State tourism director John Ricks told the Omaha World-Herald.
The new campaign is accompanied by equally quirky video ads.
In one, a voiceover states: "Nebraska is kind of like that odd kid. Didn’t say much in school. Slightly peculiar maybe. But when you took the time to get to know him, turned out he was pretty interesting."
In another it describes itself as ‘famous for our flat, boring landscape.’
The unconventional campaign has so far had the desired effect.
It has been covered on major TV networks and scored feature articles in the likes of The Washington Post.
Late-night host Stephen Colbert also got in on the act with a humorous skit, teasing the state: "Nebraska, are you OK? Seriously, it seems like you could use a vacation to ‘Not Nebraska.’ "
Colbert also offered sage advice for other states looking to outdo Nebraska with these self-mocking mottos:
"South Dakota: When North Dakota’s full," "Delaware: Are we even a place?" and "New Jersey: Look, we’re not happy about it either."
TravelMole Editorial Team
Editor for TravelMole North America and Asia pacific regions. Ray is a highly experienced (15+ years) skilled journalist and editor predominantly in travel, hospitality and lifestyle working with a huge number of major market-leading brands. He has also cover in-depth news, interviews and features in general business, finance, tech and geopolitical issues for a select few major news outlets and publishers.
Vegas’s Billion-Dollar Secrets – What They Don’t Want Tourists to Know
Visit Florida’s New CEO Bryan Griffin Shares His Vision for State Tourism with Graham
Chicago’s Tourism Renaissance: Graham Interviews Kristin Reynolds of Choose Chicago
Graham Talks with Cassandra McCauley of MMGY NextFactor About the Latest Industry Research
Destination International’s Andreas Weissenborn: Research, Advocacy, and Destination Impact
Graham and Don Welsh Discuss the Success of Destinations International’s Annual Conference
Graham and CEO Andre Kiwitz on Ventura Travel’s UK Move and Recruitment for the Role
Brett Laiken and Graham Discuss Florida’s Tourism Momentum and Global Appeal
Graham and Elliot Ferguson on Positioning DC as a Cultural and Inclusive Global Destination
Graham Talks to Fraser Last About His England-to-Ireland Trek for Mental Health Awareness
Kathy Nelson Tells Graham About the Honour of Hosting the World Cup and Kansas City’s Future
Graham McKenzie on Sir Richie Richardson’s Dual Passion for Golf and His Homeland, Antigua
ADS PRO 
Phocuswright reveals the world's largest travel markets in volume in 2025
Cyclone in Sri Lanka had limited effect on tourism in contrary to media reports
Skyscanner reveals major travel trends 2026 at ITB Asia
Higher departure tax and visa cost, e-arrival card: Japan unleashes the fiscal weapon against tourists
In Italy, the Meloni government congratulates itself for its tourism achievements