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'Visit Nice,' Says Nebraska in America's Most Humble Tourism Ads


Not every state has a Disney World, a National Mall or a Times Square. So, how do you attract visitors if you don't have something astounding, amazing or awe-inspiring to show them? How about something … nice?

Nebraska has been doing that lately with perhaps the country's most unassuming tourism ad campaign, featuring the tagline "Visit Nebraska. Visit Nice."

"When you visit Nebraska, it's less about the attractions and the jam-packed vacation agenda of things to see and do. It's more about the simple, spontaneous, nice moments you enjoy with the ones you love," says Omaha ad agency Bailey Lauerman.

In other words, visiting Nebraska isn't about getting amped up; it's about slowing down. And the ads embody that. The TV spots feature slow-motion footage of people enjoying quiet landscapes, and the print ads have long copy—you have to slow down to read them.

The idea of "Visit Nice" seemed perhaps too humble to some Nebraskans when the campaign launched last year. But it seems to be growing on people. With gorgeous photography by Andy Anderson, the print ads in particular are eye-catching—they won Best of Show at the Nebraska Addys this year.

Check out more of the work below.

Client: Nebraska Tourism Commission
Executive Director: Kathy McKillip
Agency: Bailey Lauerman
Chief Creative Officer: Carter Weitz
Associate Creative Director: Ron Sack
Senior Copywriter: Nick Main
Account Executive: Rich Claussen
Brand Managers: Matt Emodi, Kelsey Dempsey
Designer: Andrea Trew
Agency Producer: Sally Mars
Media: Sandra Cranny, Sierra Frauen
Director of Research: Diane Kraijcek
Production Manager: Gayle Adams
Senior Art Director: Jim Buhrman Jr.
Photographer: Andy Anderson
Digital Retouch: Michael Perez, Joe McDermott
Broadcast Production Company: Drive-Thru, Minneapolis
Director: Patrick Pierson

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