Santa Fe - The New Mexico Tourism Department intends to put an end to misconceptions and highlight the authentic experiences New Mexico offers to visitors with its new advertising campaign, “New Mexico True.” In focus groups last year, consumers envisioned New Mexico to be “barren and dull.” The state’s tourism department wants to prove those perceptions false with its new campaign, which rolls out this week to drive markets in neighboring Texas, Arizona and Colorado. The campaign is part of a $2 million branding effort designed to attract new tourists to New Mexico. Secretary of Tourism Monique Jacobson said the campaign seeks not only to enlighten travelers as to New Mexico’s varied landscapes and vast offerings, but also to convey the authenticity that awaits them there. “Our target audience, the ‘venturer,’ seeks a travel experience that is not manufactured – one that is true, good and real. One that will feed the soul,” Jacobson said. “New Mexico uniquely satisfies this quest because it is authentic and true in its people, landscape and culture.” Television spots, out-of-home, print and digital banner ads invite viewers to discover a landscape as rich in participatory, true and welcoming experiences as it is in natural beauty. (A sampling of each is included in this digital news release.) The colorful, naturally lit spots capture a series of moments that together tell a story of adventure and connection, New Mexico style. The campaign was created by Vendor Inc., an Austin, Texas-based advertising agency. Vignettes shot all over New Mexico show couples and families hiking, kayaking, llama trekking, making pottery, exploring historic ruins, observing native dances, stargazing, shopping, and sampling local foods and wine. Future spots will capture more New Mexico adventures on the ski slopes, in museums and galleries, and at the state’s many markets and fiestas. “It’s more about ‘site-doing’ than ‘sight-seeing,’” Jacobson added. “Adventure here doesn’t mean thrill-seeking, but rather making a true connection to the land, its past and present, and to ourselves.” The campaign kicks off this week in Tucson, Ariz.; Colorado Springs, Colo.; and El Paso, Lubbock, Midland-Odessa and Amarillo, Texas. The New Mexico Tourism Department plans to expand the campaign to additional markets later this year. In concurrence with the new ad campaign, the department is also launching a website redesign at http://www.newmexico.org/. See video and read more News New Mexico
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