Earlier this year, AdWeek called it “perhaps the country's most unassuming tourism ad campaign.”
Or maybe it’s a multiple-choice question.
“Visit Nebraska. Visit Nice.” Via Omaha.com.
Nebraska, United States: Population 1.882 million. (Yes, the Republican runs through it.)
Average temperatures (Fahrenheit) in the state capital, Lincoln.
Nice, France: Population 303,304. On the French Riviera.
Average temperatures in Nice, France, in Fahrenheit. (In Celsius.)
I’m not the only one who saw the two-part headline as an either/or proposition.
Lacking a pronunciation key (“rhymes with twice” vs. “rhymes with fleece”), how is one to know for sure?
The Nebraska campaign officially launched last year, and “has been growing on people,” according to the AdWeek story. From a May 8, 2014, article in the Lincoln (Nebraska) Journal Star:
It took nine months of intense research, surveys, consultants, discussion, interviews, a branding company and a marketing firm.
On Wednesday, the Nebraska Tourism Commission approved and delivered the result:
As in: Visit Nebraska. Visit nice.
Be careful what you call it, says the Journal Star:
Nebraska Nice is not a slogan. The slogan most closely associated with Nebraska is clearly "Nebraska the Good Life."
Nebraska Nice is a brand the state will build its tourism marketing campaign around. That campaign will be visual -- photos and videos, stories and experiences in newspapers, magazines, television, social media.
“Don’t call it a slogan” is the latest trend in tourism promotion. Last year, the city of Cleveland, Ohio, announced a new branding campaign under the bland rubric “This Is Cleveland.” Nope, not a slogan, said the president of the convention and visitors’ bureau; rather, the three words are “a repository,” “a collection of stories,” and “a way to change the narrative.”
But I doubt the Nebraska Tourism Commission would slap you with a fine if you slip up and say “slogan.” That just wouldn’t be Nice.