The Nebraska Tourism Commission, a.k.a. Visit Nebraska, has revamped the state’s tourism brand. The new theme: Nebraska. All Heart.
Commission officials say the new concept “celebrates the people, places and experiences that make Nebraska genuinely welcoming and refreshingly real.”
A more welcoming motif, it strikes a stark contrast with the state’s previous, edgier tagline: “Nebraska, honestly it’s not for everyone.” This brand was retired in 2024. The old harsh mantra, while controversial, was effective in what it set out to do: boost awareness of Nebraska as a tourist destination, according to former Executive Director of the Nebraska Tourism Commission John Ricks.
“We’ve had a lot of changes in the last two years, and everything has a shelf life. It was time for something new at Visit Nebraska,” said Jenn Gjerde, Marketing Manager at Visit Nebraska.
The bureau landed on the new theme, Gjerde says, by analyzing national data and surveys about the state.
“People associate Nebraska with safety, family friendly, relaxation, wide open spaces, a place to slow down and disconnect,” she told KLIN News. “But people also said Nebraska is genuine. Nebraska is full of hardworking people, integrity, and human qualities.”
The new theme brings a new cinematic video from the Nebraska-based production company DigitalSkys, highlighting the state’s wide-open landscapes, agritourism, golf, trails and small towns.
The campaign will roll out across broadcast, digital, social, print and out-of-home advertising throughout 2026. VisitNebraska.com will be updated with the new visual identity, and major publications, including the 2027 Nebraska Travel Guide, will reflect the new brand. The campaign is expected to premiere in target markets this summer.
A sneak peek of the new cinematics can be viewed below.