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Nebraska wants tourists to know the state is ‘flat, boring’ and ‘not for everyone’

The U.S. state of Nebraska has a new pitch to tourists: “Honestly, it’s not for everyone.”

The Nebraska Tourism Commission has launched a tongue-in-cheek campaign that pokes fun at the state that’s “famous for our flat, boring landscape.”

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“We’re just simply not on people’s shopping list for a vacation,” John Ricks, executive director of the Nebraska Tourism Commission, told ABC News. “You can’t change perceptions just by providing information, so we had to be disruptive in some way.”

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The campaign was unveiled early this week and features print and online ads using self-deprecating humour.

“Lucky for you, there’s nothing to do here,” reads an ad featuring group floating down a river in a livestock tank.

“Festivals for everything from mud to testicles,” reads another, in a nod to a festival that features deep-fried sheep and beef testicles.

The tourism commission said based on previous brand research in 2017, they discovered consumers don’t really consider the state a travel destination, and don’t bother to put in time to research things to do in Nebraska.

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“To make people listen, you have to hook them somehow,” Ricks told the Omaha World-Herald. “We had to shake people up.”

The state’s previous slogans include: “Nebraska Nice,” “Possibilities … endless” and “Send a Postcard from Nebraska.”

The new campaign seemed well-received on social media, with some suggesting other self-deprecating tags.

“More cows than people since 1827….oh wait that’s true,” Jeff Timm tweeted.

“Oh, no! I’m suddenly overcome with curiosity about Nebraska. Stinking effective campaign!!” another chimed in.

Here’s a look at more social media reaction:

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