Nebraska, Honestly, It’s Not For Everyone
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TOURISM DESTINATIONS REGIONS Promotional Film
The creative execution makes the campaign. The transparency requires being vulnerable, uncomfortable even. It’s risky business but proven effective for some brands (Ex: Dove’s Real Beauty campaign).
We used a technique called “inoculation,” and were painfully candid in acknowledging negative perceptions. The spots embrace our stereotypes of quirky and “nothing to do here.” Then we put a positive spin on it to change those perceptions. Testing showed this works best with “self-deprecating” humor.
|Nebraska Tourism Commission|
Goals of the film
It’s a bit sobering when Portrait of American Travelers, a respected profile of vacation preferences, reports your state is the least likely for people to visit and held that unenviable position for multiple years. Consumers don’t consider Nebraska as part of the typical leisure travel category. Many are convinced there’s nothing to do here, Nebraska is simply not on the shopping list. Our job, get people’s attention (even if it’s disruptive) and get them interested in a visit to Nebraska.
The essence of the campaign, Nebraska, Honestly, It’s Not for Everyone is rooted in values-based positioning. Identifying a core human value (honesty) shared between a place and an audience. The target group for this campaign is people who are intellectually curious. Wanderers, if you will. The people who will come to Nebraska because it’s not flashy lights and big cities but because it’s an undiscovered gem. Overtime we’re learning that we are targeting the right audience.