Posters promoting the Nebraska Tourism Commission’s new brand “Visit Nebraska. Visit Nice.” “Nice” moments were woven into the copy and the photographs.

The campaign was constructed to instill the sense that there is a genuineness to the Nebraska experience. After all, one of the things that is “nice” about the state is that it’s free from the commercialism that typically accompanies popular tourist attractions.

Advertising in print, broadcast, digital, out-of-home and digital resulted in a massive lift of exposure for Nebraska’s Tourism offerings with every call to action being to go to www.visitnebraska.com to find out more information and request a travel guide. All of the state’s travel guides were distributed and more had to be printed to meet demand. And those were fully distributed as well by the end of third quarter 2014.