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New Mexico to the WORLD via TX, CO, AZ

Posted by on April 17, 2012

YOUR tax dollars at work NEW MEXICO:

The New Mexico Tourism Department has unveiled this multi-media video, now airing on television in Colorado Springs, CO; Tucson, AZ; El Paso, Lubbock, Midland, Odessa and Amarillo, TX, and unleashed on NM’s Own revamped NM Tourism website, here.

In addition to the video, print ads from the campaign will be placed in Southwest Airlines’ Spirit in-flight magazine, Texas Monthly, Budget Travel and in NM Tourism’s own publication, New Mexico Magazine.

The entire project from bid to post-production has drawn criticism, including our own here, here, here, here and here.

As part of the launch of the much maligned production, New Mexico Tourism Director Monique Jacobson is back in the justification and explanation seat, offering the following translation of the campaign’s target and intent.

NM Tourism Director, Monique Jacobson to The Albuquerque Journal:

The campaign is designed to appeal to a “psychographic” group — “people with an adventurous spirit and thirst for authenticity”

NM Tourism Director, Monique Jacobson to The Santa Fe New Mexican:

“A hard sell wouldn’t work with this audience…This particular target tends to be higher income…They are people who will choose to spend money on travel.”

Despite assertions by Jacobson below, that “this is just the first of many spots”, Veronica Valencia, director of marketing for the Tourism Department breaks down how the bulk of $2M budget has already been spent:

Vendor Inc. cost $275,000 in fees.

Production of all the ads cost $350,000. Production is a broad term that applies to everything from scouting sites, hiring talent and filming the ads to producing the music that goes along with the ads as well as drawing up the print and billboard ads, according to Valencia.

More than $1.2 million went toward purchasing media buys on TV, print, digital and billboards in the targeted communities.

$100,000 was paid in gross receipts taxes.

What do you think of the finished product?

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Comments (4)

  • What restaurant is that? …tacos look great!
    And where is that wading pool next to the river??

    I need to get out of ABQ more…

  • Very nicely done, really captures the spirit of NM, makes me want to take some time and enjoy this great State!

  • That’s way it called true lol because we are the hard workers that make the world go round nothing would get done if it weren’t for us

  • I guess only white people travel, because I didn’t see any one of color relaxing–only working.

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