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Take a look at the NM Tourism Dept’s new TV ads

By   /   April 18, 2012  /   No Comments

The New Mexico Department of Tourism just released its $2 million ad campaign, with the tagline: New Mexico True

Part of the campaign is a series of TV ads that will seen in Colorado Springs, Tucson, El Paso, Lubbock, Midland, Odessa and Amarillo in April through June and then appear in additional markets later in the year.

Here are three of the TV ads — one that runs for one minute and then two 30-second spots:


The campaign got off to a rocky public relations start when the firm that won the contract from the state — Vendor Inc. — came from outside New Mexico (the company is based in Austin, TX) and then Vendor made a casting call saying it was looking for “Caucasian or light skinned Hispanic” actors for one of the commercials.

In an interview with Trip Jennings of the Santa Fe New Mexican, the tourism department’s secretary, Monique Jacobson, said the campaign is targeted to tourists who have “an adventurous spirit and a thirst for authenticity.”

Click here to look at the tourism department’s website that has more examples of the “New Mexico True” campaign.



Rob formerly served as staff reporter for Watchdog.org.

  • Clint Harden

    Great Ads!!! If I did not live here I would come to visit. TRUE.

  • jim

    boring-boring-boring–and blond headed-blue eyed arians not welcome.

    hope we didn’t pay too much for this garbage—and they didn’t waste much gasoline on the south end of the state.

    got to many “educated” folks running the show–it’s time for a little common sense and a lot less educated, professional marketing.

  • wanda

    Did they NOT have a personnel Manager???? not

    I have a good friend who is hispanic she had blond hair, green eyes. we grew up together whats wrong with recognizing the beautiful Southern New Mexico. like the Gila Wilderness. Grant County, Gila, Cliff, and Elephant Butte, T or C and of course Organ, N.M. Alamogordo. and Las Cruces,Carlsbad, Columbus, Roswell,Ruidoso. Oh don’t forget Sunland Park.!!!! I remember my first State Trip to the Round House. We (from Southern, N.M), were never treated so rude and could feel the prejudice of the people up North. Well all I can say If you visit Las Cruces. everyone is polite, friendly and are very courteous drivers. So UP Yours! you Northerners don’t even like each other.. maybe its the altitude. that makes you that way. This is the Land of Enchantment .. everyone is welcome … well almost everyone. maybe not Muslims or Gays!

  • James McClure

    Excellent commercials that counter the misconceptions about New Mexico I hear from friends elsewhere in the country. Using an out-of-state ad agency makes sense here because that’s the audience we’re trying to attract. If the best our local talent could come up with is a Roswell-alien float in the Rose Parade, this is a big improvement.

  • Dr. Benway

    See “Not So True? NM’s New Tourism Campaign Slogan Nearly Identical to Budweiser’s 2006 Branding” (Santa Fe Reporter 4/18/12 http://www.sfreporter.com/santafe/blog-3458-not-so-true-nms-new-tourism-campaign-slogan-nearly-identical-to-budweisers-2006-branding.html).