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OMAHA, Neb. (AP) – Nebraska is launching a new $ 10 million advertising campaign using federal coronavirus aid money to try to attract people from other states and fill jobs amid severe labor shortages , announced Governor Pete Ricketts on Monday.
Ricketts unveiled a 104-second, segmented ad that airs in major media markets within 500 miles of Nebraska, including Minneapolis, Kansas City, Denver and Chicago, and Austin, Texas and Silicon Valley.
The ad features numerous clips of people working in high-tech jobs, enjoying the outdoors, and buying homes for $ 225,000. Omaha-born actor Adam Devine picks up on the state’s slogan “Nebraska, the good life” by talking about all the “good” things the state has to offer.
Ricketts defended the use of federal pandemic aid funds to pay for the spot, arguing that the funding should help the state’s economies, noting that other states would have used their share on similar advertising campaigns. South Dakota announced last year that it was spending $ 5 million in federal funds on a tourism advertising campaign in which Republican Governor Kristi Noem participated and was criticized for using the 30-second commercial to promote her political Strengthen your profile.
Ricketts does not appear on the Nebraska ad.
“Nebraska is a big small town and we just have a tremendous quality of life that comes with it and we want people to know about it,” he said at a news conference.
Nebraska has struggled for years to recruit skilled workers to fill positions in healthcare, manufacturing, and other major industries. The state now has an unemployment rate of 2.2%, the lowest both nationally and in the history of the state, and has more job vacancies than unemployed people. Over the past few weeks, Ricketts has highlighted some of the state’s efforts to help more people find jobs.
Anthony Goins, director of the Nebraska Department of Economic Development, said the ad tries to highlight all of the jobs and amenities available in the state. He said home prices of $ 225,000 are attractive to residents of larger cities, where housing is much more expensive.
“To be honest, this story has not been told or sold enough,” he said. “We had a lot of humility and we didn’t split, but I think we can do both.”
Clint Runge, founder and CEO of the founder of Archrival, a marketing firm that oversaw the project, said the ad was shot in more than 60 locations and featured 170 Nebraska residents.
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