Nebraska has an image problem. According to the marketing research firm MMGY Global, it ranks last on a list of states that tourists are interested in visiting. Even though tourist writers regularly praise Omaha's music and art scenes and the state's spectacular wildlife, coastal residents tend to think that Nebraska is a very long corn field that they have to cross to reach the Rockies.

Tourism managers are experimenting with a new approach. On Wednesday, the Nebraska Tourism Commission unveiled its new slogan: "Honestly, it's not for everyone."

Yes, it's real. And no, it's not an attempt at reverse psychology. A press release from the Nebraska Tourism Commission acknowledges that the state "may not be on the list of places to visit." But the commission said, "If you like unpretentious experiences and without complications or if you like to escape the big city When you experience lonely moments in the open plains, have fun or explore the quirks of the state, there is a good chance that you will find it. love here.

The slogan is in the announcements that will be released next spring, with the aim of changing the perception of Nebraska as a place where there is nothing to do, said the commission. One shows hikers on a rock formation next to the phrase "Famous for our flat and boring landscape". Another feature is a waterfall crossing a lush forest and the line "Another day in dusty plains".

State-owned trademark consultants found that most consumers did not consider Nebraska to be a leisure destination, the commission said in a press release. The campaign was to be "disruptive," the commission wrote, because of the "marketing challenge" that Nebraska faces. The clear-cut humor of this slogan was well received when it was tested on non-state markets that could potentially bring tourists to Nebraska, the commission said.

However, not all Nebraskians are sold on the new marketing strategy. A poll conducted by the Omaha World-Herald shows that the majority of readers say they like the slogan, but critics say it does not help the state to be sold as a place that tourists might want to visit. (You could say it's not for everyone.)

"I do not think the best way to argue, is to call stereotypes about oneself," said Micah Yost, a native of Nebraska and owner of a privately owned business. branding and marketing in Omaha, Washington Post. "There is no reason for that to attract people to the state."

So how could he launch his native country with foreigners?

"Nebraska was part of the original border, and there could be an idea of ​​discovery and really help people discover things that may not be known to the world," she said. he said, citing the energy of cities like Omaha and Lincoln and easy access to outdoor activities, trails and wildlife.

According to Yost, choosing the right slogan is not just about attracting tourism. It also affects companies like hers when they do business outside the state.

"If they see us only as corn fields and dirt roads, they will miss university innovation, big sports, great restaurants – everything that happens in the state ", did he declare.

Officials told the Omaha World-Herald that the state had spent about $ 450,000 for the campaign. Yost said the price tag seemed high and he was frustrated that the Nebraska Tourism Commission had worked with an out-of-state firm, while a local agency might have a deeper understanding of the company. State.

He is not the only one to worry about the new campaign.

"I realize that's the language in the cheek," wrote Wednesday on Facebook Facebook, Julie Cornell, presenter of KETV. "But words matter, people. Ugh. And WHY .. did we pay a Colorado company to propose that? I know a lot of talented marketing companies in Nebraska !!

"Our tourism is bad because everyone says we're bad," he complains on Nebraskan on Twitter. "Western Nebraska is one of the most beautiful and authentic parts of the country I have been to."

"It's a crowd of people coming together here. . . NOT, "wrote another." There is a lot to like about #Nebraska and a lot of potential. "Apparently, @NebraskaTourism was instructed to prevent others from discovering our jewels, thus reinforcing the stereotype that it is a state of service at the wheel, not a destination. "

State tourism officials could not be reached on Wednesday night, but Nebraska's director of tourism, John Ricks, told Omaha World-Herald that he did not think the campaign would reinforce negative stereotypes. The focus groups appreciated the honesty of the field, he said.

"For people to listen, you have to hang them," he told the World Herald. "We had to shake people up."

The self-disparaging slogan naturally lends itself to parody. On Twitter, some Nebraskois jokingly proposed their own alternative slogans, such as "Nebraska: we do not want to be here either".

"Nebraska: Typhoid free since '87!" Writes Brett Baker, producer at 1011 News in Lincoln. Among his other suggestions: "Nebraska: minimal storm surge!" And "Nebraska: we have very few serial killers!"