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.