Governor Ricketts announces campaign for Nebraska
Monday, October 18, Nebraska Governor Pete Ricketts held a news conference to announce Nebraska’s new national marketing plan. The new campaign is called “The Good Life is Calling” and its goal is to draw workers to Nebraska and advertise the state's opportunity, affordability, community and safety.
The $10 million campaign is funded by the Coronavirus Aid, Relief and Economic Security Act or the CARES Act. The stimulus bill was signed into law by President Donald Trump in March 2020 as relief and stimulus in the face of economic fallout due to COVID-19. When asked about why CARES Act money was being used for the campaign, Governor Ricketts responded that the congressional act was “meant for economic recovery” and that the marketing plan will “continue the economic momentum that we’ve gotten to be able to ... grow our state.”
“The Good Life is Calling” was previously launched with a website, thegoodlifeiscalling.com. This relaunch is updated and newly focused. The marketing campaign was developed by the company Archrival, which is based in Nebraska and has a location in Lincoln. The company advertises itself as “a creative agency with an expertise in youth culture.” Archrival was hired to appeal to younger audiences and draw those dealing with quality of life issues with starting a family. Governor Ricketts debuted the campaign's commercials at the press conference which advertises Nebraska’s jobs, opportunities, teachers, coaches, churches and schools.
The marketing campaign will be targeted at major urban areas within 500 miles of Nebraska. These include cities such as Minneapolis, Kansas City, Denver and Chicago. They will also go further and advertise in Austin and the Silicon Valley. The goal is to find new talent to keep Nebraska’s “economic engine running.” The plan is to use both television and social media to reach the target audience. The commercial which will be split into smaller segments to air around the country is voiced by Hollywood Actor Adam DeVine, most known for his role as “Bumper” in Pitch Perfect. DeVine is a Nebraska native, raised in Omaha.
“The Good Life is Calling” aims to tell a simple narrative. As Governor Ricketts stated, “We have a great place to find a job and a quality of life that is unmatched.” Director of Nebraska’s Department of Economic Development, Anthony Goins, added, “We can be humble but we can still tell our story. Being under-told and undersold that ends today. It’s time for us to shift our narrative and share messages about the great opportunities in our state.” Nebraska currently has the lowest unemployment rate of any state in the U.S.
By Aubrey Benton