This is how you sell a state: Ask its visitors, potential tourists, residents and people who benefit from tourism to talk about Nebraska's promise.
This is what several thousand of those people said.
It's a land of wide-open spaces, nature's majestic migrations, the pioneering spirit of its people.
It's the Henry Doorly Zoo, Husker football, the College World Series, the stunning Sandhills.
It is relaxed, peaceful. It embraces the true values of America's heart. It has historic trails and outdoor recreation. Farms and urban centers. Friendly, honest and hardworking people. Simple pleasures.
But the overriding attribute that distinguishes the state -- and it is rare -- is its people, said Gary Sherwin, who helped do the research to develop the state's tourism direction.
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"We think that Nebraska's people ... are really actually much more of an attraction almost than any other physical attribute, to be honest with you," said Sherwin, who is with Believable Brands.
Nebraskans are different than people who live on the coasts, and there's a certain warm appeal about that, he said.
Bailey Lauerman will use the information as a foundation to create a "brand" for the state -- an internal guiding star -- and develop a campaign to attract more people and more dollars.
The research project, conducted by Bailey Lauerman and Believable Brands, grew out of a bill (LB684) passed in 2011 by the Legislature that authorized a statewide strategic plan with marketing recommendations. The Nebraska Tourism Commission is carrying out that mission.
The companies conducted focus groups and statewide surveys in October to find out what makes Nebraska unique. They used the same research-based process that Fortune 500 companies use when branding a product, Sherwin said.  Â
The task of Bailey Lauerman, said Rich Claussen, will be to package Nebraskan's charisma, politeness, work ethic and approachable nature, wrap it into a story -- everybody loves a relevant and compelling story -- and sell it.
It's not going to happen overnight, he said. And it's going to take some investment.
But if one thinks of the effort as a campaign, he said, "We have a terrific candidate."
Nebraska is honest, transparent and easy to sell.
And the country is ripe for what Nebraska has to offer.
The campaign needs the help of Nebraskans to talk up their state, promote it everywhere they go and to everyone they see.
Think big, said Claussen.
Ten years ago, who would have thought Omaha could host the Olympic swim trials? Not once, but again in the future? Who would have known North Platte could put on 50 great Nebraskaland Days celebrations?
"I think anything is possible in this state because we have a lot of hardworking, very prideful people that want to see good things happen for the state,"Â Claussen said.
The advertising agency will move forward now with developing a message.
"It's very personal with us because we're Nebraskans and we want this to be work that everybody in the state will be proud of," he said.
The campaign will begin in May, just before the state's peak travel season begins, said Kathy McKillip, executive director of the Nebraska Tourism Commission.
It's more than creating a symbol or a slogan, she said.
"We have to find a message that we can share with potential visitors that will very quickly communicate Nebraska's strengths and prompt them to want to come spend their time and money here."
