Nebraska has unveiled a self-deprecating new tourism slogan: "Nebraska. Honestly, it's not for everyone." State tourism director John Ricks tells The Omaha World-Herald that the campaign was inspired by the fact that Nebraska consistently ranks as one of the least likely states that tourists plan to visit. "To make peopoe listen, you have to hook them somehow," he explains. "We had to shake people up." Nebraska's previous slogans to entice tourists include, "America’s Frontier," "My Choice, Nebraska" and "Nebraska ... the good life." In 2014, the state debuted the slogan "Visit Nebraska. Visit nice."