Everybody knows Las Vegas’s tourism campaign clearly aims at people who might want to be a little naughty.

Now welcome another tourism campaign that unmistakably identifies it’s moose, but takes a different twist from Vegas. Instead of reaching out to its moose, Nebraska has taken the controversial opposite approach and calls out people who are NOT their target market.

For years, Nebraska has been the least likely state for people to visit. According to a 2012 industry survey, less than a third of people were familiar with Nebraska as a destination. Ad awareness was at 4%. That’s all turned around now.

Watch Steve and his smokin’ hot wife, Kay, discuss why the Nebraska campaign is such a great learning opportunity for businesses in all industries.

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