The Nebraska Tourism Commission's new campaign, in the words of their 18 October 2018 media release:

"...addresses people’s preconceived notions about the state as a travel destination using self-deprecating humor."

The campaign's tagline is "Nebraska - honestly, it's not for everyone."

And ads carry headlines like "Lucky for you, there's nothing to do here", "Famous for our flat, boring landscape" and "Another day on the dusty plains".

Tourism Commission Marketing Manager Jenn Gjerde says:

"The emails of praise and requests for t-shirts have been overwhelming."

Although not everyone in Nebraska has been so enthusiastic - Twitter is full of alternative slogan suggestions like "Nebraska - now with indoor plumbing" - tourism consultants Brand Lever find the campaign to be well received in Midwest markets.

Under its most recent previous campaign, Nebraska rated 50th (last) of US states in leisure tourism visitation intent - so I'd say a bold, new campaign like this is worth taking the risk on. Good on Nebraska.