NORFOLK, Neb. — Nebraska's travel and tourism industry is revving its engines to promote the state to the world.
Hoping to capture the magic of family vacations past, the state is parking its three-year-old "Who Knew?'' theme and rolling out "Rediscover the Road Trip.''
"It says we are a driving destination and it plays off the emotion of tradition,'' said Dave Snitily, president of Snitily Carr, a Lincoln marketing company.
The new marketing theme will be featured in all print, broadcast and web advertising, travel guides and other promotional materials produced by the Nebraska Travel and Tourism Division in 2010.
"Rediscover the Road Trip'' was based on research, national trends and what motivates people in planning a vacation destination, Snitily said.
Focus groups involving young families and empty nesters in Minneapolis, Kansas City, Mo., and Houston all favored active vacations with historical and educational overtones.
"They're looking for driving destinations,'' Snitily said. "They're tired of airports, waiting in line and travel security. They want to get into their car and drive. They want to relive past experiences.''
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