Tom Carroll’s Strategy of the Week
October 25, 2018
Nebraska had a problem. It was ranked 50 on the list of states people wanted to visit. Why? Flat, boring, lots of corn, no beaches, not a lot to do. So Nebraska decided to be disruptive. It came up with a new slogan, "NEBRASKA -- HONESTLY, IT'S NOT FOR EVERYONE." The ad campaign makes people laugh and take another look at the state to visit. It actually corrects stereotypes by showing that there actually is something to do there. Anyway, the whole country is now talking about the state's honest slogan, and to go there to experience people, farmers, and a Midwest way of life. The Nebraska campaign went viral overnight, Colbert talked about it, newsrooms were humming. And funny thing, tests show that people are more likely to go to Nebraska.
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