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New Mexico tourism officials fight state's dull reputation
1 of 2. Undated handout image courtesy of the New Mexico Tourism Department shows a tourism campaign advertisement of a llama trek.
Credit: Reuters/New Mexico Tourism Department/Handout
SANTA FE, New Mexico |
SANTA FE, New Mexico (Reuters) - Tourism officials in New Mexico are launching a new slogan, "New Mexico True," that they hope will change perceptions of the state which was described by a focus group last year as "barren," "dull" or merely "close to Arizona."
The goals of the campaign are to lure adventure-seeking young people to the state and to combat the misconception that there's nothing to do there, said state tourism secretary Monique Jacobson.
"New Mexico is about site doing, not sightseeing," Jacobson told Reuters. "It's a place with true beauty, adventure and rich, authentic experiences."
The $2 million campaign kicks off on Tuesday in Texas, Arizona and Colorado.
Television advertising spots highlight couples, families and individuals relaxing in natural hot springs, kayaking, making pottery or guiding llamas down winding forest paths.
Print ad tag lines include "Adventure that feeds the soul begins here."
The campaign got off to a rocky start earlier this year when its casting call ad requested Caucasian or light-skinned Hispanic actors. Newspaper editorials castigated state officials for a lack of tact.
Jacobson declined to comment on the casting call, saying: "We hope that's behind us now. The spot really does celebrate New Mexico."
New Mexico's $5.5-billion tourism industry employs more people than any other industry in the state, accounting for 56,000 jobs. Yet the state ranks 38 in the country in terms of number of visitors, according to Jacobson.
Some 29.8 million people visit New Mexico each year, but many of them are just passing through. The state gets 13 million overnight visitors per year, Jacobson said.
(Editing By Corrie MacLaggan and Greg McCune)
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It sounds like a half sentence.
But their right. New Mexico needs to reinvent its image. Rebrand itself.
Forget about sticking an image of a horse on every travel brochure. Don’t make such a big deal about the wild west days outlaw who is buried in a small hours and hours away from much of anything little dusty town. The wild west image lost its popularity long ago.
Focus on today and what New Mexico offers others of.. today. The artsy culture of Santa Fe. The beauty of Taos , and of course its skiing. The hot air balloon festival of course. Emphasize the native food! Beyond the green chili.
But what about activities such as parasailing? Or the vineyards in the state? The states casino’s should also get more honorable ( and better) tourism promotion. The photos I see used normally are just awful.
Thats another point. The photography is bland.
There is so much about New Mexico that doesn’t get its rightful recognition on the tourism menu.
But, New Mexico True? What on earth is that supposed to mean?
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