“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 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 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 lift of exposure for Nebraska’s Tourism offerings with every call to action being to go to VisitNebraska.com. Once there, visitors were directed to request a Nebraska Travel Guide. All of the state’s travel guides were distributed and more had to be printed to meet demand.