LINCOLN — To be candid, the state tourism slogan previously in use may not have resonated with everyone.
The Nebraska tourism director made a public announcement on Monday, revealing the retirement of the bold, five-year-old tagline: “Nebraska, honestly it’s not for everyone.”
While the slogan did succeed in piquing the interest of previously disinterested travelers about visiting Nebraska, it faced criticism — notably from Gov. Jim Pillen — for potentially highlighting the state’s lack of majestic mountains and coastal beaches.
Outdated Concept
Describing it as a relic of the past, John Ricks, the director of the Nebraska Tourism Commission, shared this update with the members of the Legislature’s budget-writing Appropriations Committee.
“Times change. Everything has a shelf life,” remarked David Budge, organizer of North Platte’s Nebraskaland Days festival.
The 2024 state travel guide no longer features the controversial “it’s not for everyone” tagline, as it has been officially discarded by the State Tourism Commission. (Paul Hammel/Nebraska Examiner)
During a public hearing seeking an increase in spending authority for the commission from \(7.4 million to \)10.5 million to boost marketing efforts, Ricks emphasized the importance of maintaining a strong presence in Chicago.
Enhanced Marketing Efforts
Recent marketing campaigns targeted at cities like the Windy City and Oklahoma City were supported by federal coronavirus funds, according to Ricks.
He clarified that the augmented budget would be supported by a mix of state lodging taxes and surplus tourism commission funds, rather than taxpayer money.
However, the revised marketing strategies will not feature the tagline: “Nebraska, honestly it’s not for everyone.”
Impactful Slogan
Ricks highlighted the previous slogan’s success in generating interest in visiting Nebraska, citing a survey that indicated a spike in interest from 19% in 2019 to 39% more recently among the target market.
Reflecting on his tenure of 7 ½ years, Ricks acknowledged Nebraska’s historical struggle with negative publicity, ranking lowest among states in tourist appeal due to perceptions of being flat, uneventful, and distant.
He explained, “The only way we could get their attention, honestly, was by agreeing with them, and then counteracting it.”
This approach led to creative billboards depicting cheerful groups floating down a Sandhills stream in a livestock tank with the caption: “Lucky for you there’s nothing to do here,” or showcasing hikers navigating rock formations at Toadstool Park with the phrase, “Famous for our flat, boring landscape.”
Criticism and Evolution
Despite the slogan’s success in improving Nebraska’s ranking as a desirable travel destination, Governor Pillen criticized it in his recent State of the State address, dismissing it as “nonsense” and an impediment to attracting new residents.
The decision to retire the tagline coincides with a legislative proposal considering the reintegration of the Tourism Commission under the Nebraska Department of Economic Development, a move that some, like Budge, view as regressive.
Budge, representing both the state travel and hospitality associations, expressed concerns about this potential shift, noting that the commission was separated from the Department of Economic Development a decade ago to prevent its promotional efforts for the state’s third-largest industry from being overshadowed by a bureaucratic structure.
Ricks clarified that the decision to abandon the tagline was made prior to the governor’s public critique, emphasizing that the primary dissent towards the slogan stemmed from Nebraska residents or former residents who interpreted it as derogatory, contrary to its original intent.
Following the public hearing on Monday, the Appropriations Committee refrained from taking immediate action on the request to increase the Tourism Commission’s spending authority.