How do you call attention to a state that has ranked dead last for “the most desirable state to visit” for half a decade? You change the conversation with honesty and wittiness. To promote Nebraska Tourism, we needed to stop selling and focus on telling the truth. Nebraska: Honestly, It’s not for everyone. To produce this integrated campaign, we embarked with Camp4 Collective on a 10-day road trip to capture the weirdest, quirkiest, and oddly beautiful things about Nebraska. And it worked! Before the campaign launched, it received national attention with almost 3 million dollars in unpaid media, including a segment on the Steven Colbert show.