It took nine months of intense research, surveys, consultants, discussion, interviews, a branding company and a marketing firm.
On Wednesday, the Nebraska Tourism Commission approved and delivered the result:
As in: Visit Nebraska. Visit nice.
Tourism experts looked at Nebraska's wide-open spaces, majestic crane migrations, expansive Sandhills. They considered its farm and ranch lands.
But they couldn't get away from the impact of Nebraska's people -- those friendly, honest, generous, helpful, humble ... nice people.
Those people are one of the state's strongest assets, said Nebraska Tourism Commission Vice Chairman John Chapo.
In addition to its nice people, visitors will find in Nebraska simple pleasures and nice moments, to make a vacation -- and a life -- memorable and special.
The marketing campaign that will begin May 15 will play up those moments.
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"They'll never outgrow the moment. They'll outgrow their clothes, their teachers, their friends. Eventually they'll even outgrow you. As they should. But there are moments, priceless and precious that will be unburdened by time. ..."
Those are moments they can bring out and dust off in times of trouble and doubt, the ads will tell you, moments that can be acquired on vacation in Nebraska.
"Wouldn't that be nice?"
"This is our guiding compass," said Kathy McKillip, Nebraska Tourism Commission executive director.
No other state has focused on its people as its touted asset, she said. They may focus on beaches or amusement parks or scenery, but not their people as their No. 1 commodity.
Nebraska Nice is not a slogan. The slogan most closely associated with Nebraska is clearly "Nebraska the Good Life."
Nebraska Nice is a brand the state will build its tourism marketing campaign around. That campaign will be visual -- photos and videos, stories and experiences in newspapers, magazines, television, social media.
It's a campaign that every community or county or business can embrace, McKillip said.
Every Nebraskan needs to step up and believe in and sell what Nebraska has to offer, she said, that it is so nice that people are going to want to experience it.
"And nice is good," she said.