Dept. of Tourism works to create new brand on flat budget

From KOB-TV - The message to lawmakers was clear, tourism in New Mexico can be much better with out more money. And the timing of that message from Tourism Secretary Monique Jacobson seemed impeccable as it came on the heels of new economic forecasts that show state revenue sloping down over the two years. On Tuesday in a presentation before the Legislative Finance Committee, Jacobson presented new findings from research that showed New Mexico is 36th in the nation for tourism travel. Jacobson also told legislators that while doing research into brand perceptions, people from out of state often though Arizona offered better skiing than New Mexico. "I think it's an overall statement to this lack of knowledge and understanding about what New Mexico is and what we have," said Jacobson. The research also showed that New Mexico is often overlooked as a tourist destination and many of the tourism dollars that flow to the state come from tourists who are only driving through on their way to another state. Jacobson told lawmakers that she plans to re-focus the tourism department on creating a consistent brand that can tap into the story of New Mexico and do so, on a flat budget. "We have got to bring to life this idea about adventures steeped in very rich culture," Jacobson said. Recently the tourism department wrapped up a statewide campaign encouraging people to participate in a scavenger hunt for "Billy the Kid," in which a $10,000 prize was given. Read more

Dept. of Tourism works to create new brand on flat budget