(AP) — The Nebraska Tourism Commission is taking advantage of Nebraska’s people and their apparent reputation for niceness in a new branding campaign.

The title is “Nebraska Nice,” and among its materials is a recommendation to “Visit Nebraska. Visit Nice.”

Commission director Kathy McKillip says in a news release that officials wanted a message “that would resonate with Nebraskans and will very quickly communicate Nebraska’s strengths to potential visitors.”

Commission vice chairman John Chapo says the new campaign evolved from intense brand research that showed one of Nebraska’s strongest assets is its people.

A commission report says “Nebraska is about genuine friendliness and relaxation across all audiences but also a fun place for nonresidents.”