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Turning negatives into marketing can be a tricky proposition, but when done well, it creates magic. Last year's play A, and probably the most striking recent example: Snowbird and Struck, where one-star critics have been brilliantly transformed into a complete campaign touting the challenge of the mountain.
The state of Nebraska is resuming the spirit of negativity and giving it a self-proclaimed twist in the US Midwest with a new campaign unveiled yesterday that should be launched next spring. "Nebraska: Honestly, It's Not for Everyone", created by Denver agency Vladimir Jones, is the Nebraska summit and betting on the fact that lack of pretension will play well.
For the most part, Nebraska is primarily (and unjustly) willing to be a flying or driving state. Even the press release of the campaign concedes that the state "may not be on the list of places to visit." However, there are many interesting and fun things to do, which are highlighted in some of the creative , all with a little wink.
One of the ads features hikers jumping stone stone at the Toadstool Geological Park and includes the phrase "Famous for our flat and boring landscape".
Another example shows that Nebraska is a lazy day on the water: "Fortunately for you, there is nothing to do here."
A third refutes the idea that it is dry land, since a waterfall crosses a forest with the line "Another day in the dusty plains".
This approach could be either a marketing genius or continue to reinforce perceptions inherent in Nebraska. At the local level, the reactions were mixed, some shaking the head of the campaign and others believing that it reflected the essence of the state.
However, research conducted by tourism consultancy firm Brand Lever indicates that this approach has been well received. According to Omaha World-Herald, an ad titled "Festivals for Everything from Testicle Mud", touting two events featuring fried mutton and beef testicles, was a hit with target audiences in Kansas City, Minneapolis. and Denver.
Whatever the case may be, the Nebraska Tourism Commission felt that it was essential to step out of the slogan of the previous "Visit Visit Nebraska" slogan. Visit Nice. "And finally disappears from the list of states that tourists are interested in considering for their next vacation.
"For people to listen, you have to hang them," said John Ricks, executive director of Nebraska Tourism at the Omaha World Herald. "We had to shake people up."
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