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The US state of Nebraska has a new speech for tourists: "Honestly, it's not for everyone."
The Nebraska Tourism Commission has launched an ironic campaign that mocks the state "famous for its flat and boring landscape".
"We're just not on the holiday shopping list," said John Ricks, executive director of the Nebraska Tourism Commission, at ABC News. "You can not change perceptions simply by providing information, so we had to disrupt one way or the other."
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The campaign was unveiled earlier this week and features print and online ads that use self-destructive humor.
"Fortunately for you, there is nothing to do here," reads in an advertisement featuring a group floating on a river in a breeding tank.
"Festivals for everything from mud to testicles," reads in another nod to a festival featuring testicles of mutton and fried beef.
The Tourism Commission said that, based on an earlier trademark study conducted in 2017, it had discovered that consumers did not consider the state as a travel destination and did not bother to spend time researching activities in Nebraska.
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"For people to listen, you have to hang them in one way or another," Ricks told the Omaha World-Herald. "We had to shake people up."
The state's previous slogans are: "Nebraska, Nice", "Infinite Possibilities" and "Send a Nebraska Postcard".
The new campaign appeared to be well received on social media, with some suggesting other self-degrading tags.
"More cows than men since 1827 … wait, that's right," tweeted Jeff Timm.
"Oh no, I'm suddenly full of curiosity for Nebraska – an effective campaign that stinks!
Here is an overview of the social media reaction:
© 2018 Global News, a division of Corus Entertainment Inc.
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