Summary: Visit Nebraska has launched the Nebraska tourism brand 'Nebraska. All Heart' — a research-driven platform that highlights hospitality, authenticity and restorative travel across the state.

LINCOLN, NEB. — The Nebraska Tourism Commission, operating as Visit Nebraska, has introduced a new statewide tourism identity called Nebraska. All Heart. The initiative is built from national traveller research and aims to translate visitors’ perceptions of Nebraska into a cohesive creative platform focused on hospitality, authenticity and restorative travel.

Research-led positioning that leans into authenticity

Visit Nebraska says the new brand builds on existing visitor impressions of the state as family-friendly and welcoming. By using those associations as a foundation, Nebraska. All Heart. is intended to present the state as a place defined by genuine people, open landscapes and community traditions.

“This brand reflects who we are, not just what we have. In traveler feedback, people described Nebraska almost like a person — genuine, kind and welcoming. We leaned into that. Nebraska. All Heart. gives us a long-term, authentic way to tell our story and invite people in.”

Creative approach and production details

The campaign pairs cinematic visuals with human-focused storytelling to convey a warm, genuine tone. Visit Nebraska completed a statewide video shoot over the summer in collaboration with Nebraska-based production company DigitalSkys to capture the look and feel of the new creative.

Campaign content showcases the state's wide-open landscapes and uncrowded destinations, while highlighting agritourism, golf, trails and small-town life. The messaging emphasises places and traditions that bring Nebraska communities together.

  • Visual tone: cinematic, warm and real
  • Featured experiences: agritourism, golf, trails, small towns
  • Production partner: DigitalSkys (Nebraska-based)
  • Creative focus: hospitality, authenticity, restorative travel
Scenic Nebraska landscape with small-town main street and a trail representing agritourism and community
The campaign visuals highlight Nebraska’s wide-open spaces, small towns and outdoor experiences

Rollout plan and partner use

Visit Nebraska intends to roll out the campaign across broadcast, digital, social, print and out-of-home channels throughout 2026. The organisation will update VisitNebraska.com with the new visual identity, and major publications such as the 2027 Nebraska Travel Guide will adopt the branding.

The commission describes Nebraska. All Heart as a long-term foundation for use by tourism partners and local communities, enabling a unified state-wide branding approach rather than a short-term campaign.

When and where travellers will see it

Visit Nebraska says the campaign is expected to premiere in target markets this summer, with content distributed across multiple channels to reach prospective visitors and to support local tourism partners.

What this means for travellers and the industry

For travellers, the new brand signals clearer storytelling about what to expect when visiting Nebraska — uncrowded outdoor options, community-driven experiences and a focus on restorative breaks. For tourism partners, the unified identity offers tools and a consistent creative direction to promote destinations across the state.

So what? The Nebraska. All Heart. brand provides a long-term, research-backed platform that helps travellers understand the state's appeal and gives local partners cohesive assets to attract visitors seeking hospitality, authenticity and open-space experiences.