“Visit Nebraska. Visit Nice.” is the newest campaign created to support tourism in a state that promises special moments in a surprisingly beautiful land. Each ad contains a narrative that paints the picture of a unique experience waiting to be discovered. The target audience for this campaign was millennials.

The campaign was constructed without the use of a traditional headline or even a logo, with the desired result being the sense that there is a genuineness to the Nebraska experience. One of the things that is “nice” about the state is that it’s free from the commercialism that typically accompanies popular tourist attractions. Photography and copy work together to tell the story of taking the time to slow down and see what Nebraska has to offer.

Advertising in various mediums resulted in a massive tilt of exposure for the Nebraska Tourism website, with every call to action prompting viewers to go to visitNebraska.com. Once there, visitors were encouraged to order a Nebraska Travel Guide. All of the state’s travel guides were distributed and more had to be printed to meet the demand.