Nebraska Tourism Commission - Honestly, It's Not for Everyone

Nebraska Tourism Commission

Case Study

  • Travel
  • Tourism

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 odd and the beautiful 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. Since the campaign launched, Nebraska has also seen lodging tax collections increase 4 percent YoY; unique site visitors increase by 40 percent YoY; and travel guide requests go up by 20 percent.

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.

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