Tourism plan stresses tradition

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 Internet 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.''

Despite the recession, U.S. families plan to continue taking vacations, he said.

“They see it as their God-given right,'' he said.

Water activities were very important to people questioned.

Nebraska's 2010 travel guide will drive home the state's water recreation. The cover features a photograph of a soaring wake boarder silhouetted against a colorful sunset at Lewis and Clark Lake.

“If we can get people to come to Nebraska for the water recreation,'' Snitily said, “it will lead to all the other wonderful things they can do here.''

The new theme was unveiled at the Nebraska Travel Conference, which also announced various travel and tourism awards.

For nearly a half-century, Wilber's annual Czech Festival has dished out roast duck, pork, kraut, rye bread and kolaches, not to mention beer and wine.

Thursday, it brought home the cake.

The festival was named the state's outstanding event for towns with fewer than 10,000 people. Lt. Gov. Rick Sheehy presented the award.

Other award recipients:

— Outstanding Event for a Community of more than 10,000: Dancers of the Plains, Kearney.

— Outstanding Regional Association: Sandhills Journey Scenic Byway.

— Outstanding Tourism Campaign: Grow Garden County, Oshkosh.

— Outstanding Tourist Attraction: Wessels Living History Farm, York.

— Outstanding Nature Tourism Entity: Rowe Sanctuary & Iain Nicolson Audubon Center, Gibbon.

— Outstanding Tourism Publication: Lincoln Convention & Visitors Bureau.

— Outstanding Web site (tie): Kool-Aid Days, www.kool-aiddays.com, and the Nebraska Flyway Partnership, www.nebraskaflyway.com.

— Henry Fonda Award: Kesselring Family of High Plains Homestead, Crawford.

— Friend of Tourism: KHAS-TV, Hastings.

Contact the writer:

444-1127, david.hendee@owh.com