By CINDY GONZALEZ
Nebraska Examiner
Nebraska’s ‘Honestly, it’s not for everyone’ tourism campaign — a few years old and still getting both praise and eye rolls — again has racked up a top national award.
The Visit Nebraska team on Aug. 9 accepted a 2022 Mercury Award at ESTO, the Educational Seminary of Tourism Organizations powered by the U.S. Travel Association.
The campaign won for best integrated marketing and messaging among state marketing budgets of less than $10 million.
Nebraska won the coveted Mercury award in 2019, too, shortly after the self-deprecating campaign was introduced, met with flattery and criticism alike on social media and national talk shows.
“We’re thrilled to be recognized with this award and honored by all of the congratulations from our industry partners and colleagues,” John Ricks, Nebraska tourism executive director, said in a media statement.
He called the award a “big deal” for the state and a “great night” to accept the award before an audience of some 1,000 spectators in Grand Rapids, Michigan.
Ricks said visitors continue to be drawn to Nebraska. Lodging tax revenue, visitor traffic and spending are on a record pace this year, he said.
“The month of June 2022 is only the second time ever that monthly lodging tax revenue surpassed $1 million,” Ricks said. “Total lodging tax revenue set a new all-time record in fiscal year 2022 on a seasonal basis with $6.9 million collections.”
Nebraska Tourism is funded by the 1% lodging tax.
“The numbers continue to show more and more people are finding visiting Nebraska is for them,” Ricks said.