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Tag: Ad Campaign

New Mexico to the WORLD via TX, CO, AZ

Posted by on April 17, 2012 | 4 comments

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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Slovenly Acts of NM Tourism or E̶v̶i̶l̶ Genius?

Posted by on March 16, 2012 | 4 comments

Latest: Tourism Secretary Answers | DPNM Reaction | Dept. of Tourism Response | CBS NEWS | The Associated Press | The Santa Fe New Mexican

Don’t cry, kids decorate pics like this all the time…the software comes on their “baby iPads”.

As we’ve been covering for you since the original RFP was released back in August 2011, the then recently appointed face of the New Mexico Tourism Department was poised to launch a new brand of New Mexico to the world…One that perhaps would eventually lend locals the luxury of not having to explain that New Mexico is in fact a part of the continental United States, to everyone from Washington State to Timbuktu.

New Mexico may perhaps be best known as an extra terrestrial landing strip or that dusty land which one passes through en route to another destination, but brand new leadership handpicked and handsomely paid is now at the helm to “rebrand” New Mexico, USA. The rally cry chosen by our new leader in branding, State Tourism Director, Monique Jacobson, to entice the world over to make New Mexico their destination of choice: “Adventure steeped in culture.” Okay. First question, whose culture?

Next, putting the reins of representing New Mexico to the world in the hands of a Texas Co. were enough to ruffle more than just a few local feathers. When Job Creation is touted as being a top priority of the sitting administration, sending a $2M job to a neighboring, tourist destination competitor state was perplexing at best, especially taking into account the plethora of skilled ad agencies all over the home front who no doubt KNOW New Mexico.

Regularly citing a seemingly “gold standard” of criteria, that the Tourism Department herself/itself either devised or adopted, the Texas firm won out over the many locally based firms who applied, even over the few NM firms which allegedly made it into the “final round” of “scoring” despite their in-state “preferential” allowances. Vendor Inc. ultimately won the dough, and apparently unabashed contract, creative and casting control.

Herein lies either the genius or the critical downfall of a campaign that has yet to air, New Mexico is already making news; First in the few rumblings about the Texas award, then almost under the radar the contracting started to go out. Initially with the multi-state (CA, NV, TX, NM) staffed casting outfit based out of Santa Monica, CA, which sent out the campaign devised casting call…(Back to that in a hot minute).

First round of FREE ADVERTISING begins here, where in a state which had worked, and risen to world-renowned ranks as tops in film production the mighty Vendor picked California filmmakers to jet in and out of the state with their own crew to film a weather ravaged four day shoot. The story of “irked” local filmmakers and production houses went from viral to news worthy, then broadcast all around the country painting New Mexico as a state set to advertise themselves without much faith in themselves.

To today and into mañana’a news, as dictated by the aforementioned ad campaign casting specifications, we shall only be represented by the “light-skinned” and fit among us. By these standards not even the woman who is our top elected official need apply to appear in this first round of advertisements requesting that the world take a look at New Mexico as an “Adventure steeped in culture.”

Where New Mexico is already hurting in some circles as appearing steeped in gas & oil interests and enriching corporate culture (see SB9 tax veto here), we’re now a step further to the right to most, elitist/racist or just plain out of touch at best. Because unlike a feature or indie film casting call which may rely on scripted requirements for certain characters – this is destined to be a multi-million-dollar motion picture representation of our great state, broadcast to the world.

All excellent moves if subscribing to the old adage that “any press is good press”, or aiming to flagrantly fly insensitivity in the face of the majority of your product/state’s population, or if politically angling to shine a spotlight on our state leader’s already dubbed war on immigration – good show.

Click here for the adults cast as Caucasian or “light-skinned” Hispanics in the ad, as released by the contracted casting director.

This just in: Expect NM Tourism select, Vendor Inc. to be without comment on this debacle just as they seemed to be in this 2011 Super Bowl bust.

Special thanks to our media “partners” and certain “whispers in the wind” in covering these developments…

UPDATE: Vendor Inc. has issued the following statement to Gabriel Escobar of The Dallas News:

“The focus of our shoot was on showcasing to the country the many amazing experiences and adventures one can have in New Mexico. The casting call you referenced was for the role of “tourists” who could be coming from any number of states. This is the first of many spots which will feature the wide range of people who are drawn to New Mexico.”
-Tom Hollerbach, Managing Director and COO, Vendor Inc.

So, as the statement(s) would suggest, we’ve got it all wrong. The cast are not New Mexicans, they are tourists. Caucasian or “light-skinned” Hispanic tourists.

Perhaps they were actually making special concession in allowing local “lights” to be considered to portray the desirable white market…

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NM Job Creation via Tourism

Posted by on February 29, 2012 | 5 comments

UPDATE 3/2/12: OHI has just obtained the following document, as sent out last month, requesting that state leaders consider utilizing local resources to produce the upcoming NM State Tourism multi-media campaign.

GUILTY – We’re all guilty of corporate chain store shopping and franchise restaurant dinning over the local mom & pop businesses who are struggling to survive in our community.

Does this mean we shall all remain passive in allowing our state funds, though humble by national standards, to follow the same path on a still multimillion dollar scale, by way of whatever cryptic and elusive measures may or may not be ordained?

In what looks a lot like an ever increasing tally of slights to the local film & media industry by the Roundhouse, this particular money train (aka NM State Tourism contract) starts in New Mexico, runs through Texas (to drop off the cash) and only creates local work or pays back to New Mexico what is allocated by the out of state firm.

You don’t get to be the 498,660 ranked website in America (1,411,247 worldwide, insert “lol” here) without recognizing that there IS as much passion and interest as there is talent in this great state and its epic film industry that thousands have worked and lived to embolden over lo these many years.

From those of us who watch and report, to those in the trenches who literally implore the powers that be to lend their support to growing the industry, we all want to know – If we’re truly working to bring productions home, why wouldn’t we produce a production set to represent and draw the world’s attention to us with ample local talent?

IATSE Local 480 Business Agent, Jon Hendry proactively set out to offer his industry know-how and resources to the state’s Governor, Susana Martinez and her applicable cabinet members in the above letter dated Feb. 14, 2012 – which all but begs the root question here: If the industry has the support of the current administration why isn’t it being utilized by it?

YOUR “meager” 2M State Tourism dollars are at work on Job Creation, for out of state companies.

The decision to go with the small and relatively new Texas firm, Vendor Inc., may already be generating some tourism revenue, by way of maybe filling some hotel rooms and buying local meals for the out of state advertising firm and their crew*, when they visit NM to execute our new multimillion dollar marketing campaign.

Too bad factoring small business and peripheral spending locally is not taken into any meaningful account by the current administration (oh wait, that’s only when asserted by the evil film industry – Tourism gets carte blanche on claims of grandeur and bloated assertions of ROI – see Catch the Kid). And ~again, in this case, any dollars the Texas firm spends were already New Mexico dollars to begin with.

Though beloved by many (including yours truly), even the casting co. hired by the firm to fill roles for the multi-media ad campaign being shot locally, is not New Mexico based.

At least the gig pays ~well, and so long as they pass the “bag test”, it seems a few New Mexicans will be getting paid as a part of this whole shebang right out of the shoot.

*Unconfirmed – duh, this is a blog not the NY Times

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$2.5M NM Contract AVAILABLE

Posted by on August 18, 2011 | 5 comments
EconomyMoneyNMTourismYou

My friends {sarcasm} at The New Mexico Department of Tourism say nay to the re-upping of contracts with advertising co. M&C Saatchi of Los Angeles and PR firm Development Counsellors International of New York to rep. NM.

State Tourism Secretary Monique Jacobson has announced that a NATIONAL search will get underway next week for the state’s approx. $2.5M annual contract to sell NM to the world!

“The ad contract will be for about $2.5 million a year, and the public relations contract will be for about $120,000, both of which are roughly in line with what the department pays now for the services…Because of our limited budget, ideas matter most. We are looking for folks who really get the essence of what we believe is New Mexico.” – Jacobson to the AP

Of course we have to ask – Who knows New Mexico like New Mexico? The request for proposals (RFPs) for these two hot tickets is expect
to go out next week with the full campaign slated for debut early next year!

We will update you here with where and how to apply – if you’re New Mexico and you want to toss your 2 cents into this multi-million dollar decision CONTACT the department and ask them to keep this J-O-B local!

Previous campaigns have left NM languishing at the #38 spot in the country as a tourist destination – we can do better. Just say Middle Mexico, USA no more.

Business Week

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