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New Mexico True

New Mexico True is a tourism campaign by the New Mexico Tourism Department. This New Mexico program seeks to focus on being "authentic and true in its people, landscape and culture"; the goal being to dismiss misconceptions and misunderstandings of the state, and to create a more cohesive set of statewide tourist destinations, based on personal interests, from New Mexico's various locales.{{cite web|last=Blevins|first=Jason|title=New Mexico rebrands with "true" ad campaign seeking tourists|website=The Balance Sheet|date=April 17, 2012|url=http://blogs.denverpost.com/thebalancesheet/2012/04/17/mexico-tourism-campaign-launches-week/4371/|accessdate=October 24, 2014}} Though it is aimed at broader national and international tourism, it seeks to bring tourists from around neighboring states, Colorado, Arizona, and Texas.{{cite web|last=Unger|first=Todd|title=New Mexico offers glimpse of $2 million tourism campaign|website=KOAT.com|date=June 19, 2012|url=http://www.koat.com/news/new-mexico/albuquerque/New-Mexico-offers-glimpse-of-2-million-tourism-campaign/10964714|accessdate=October 24, 2014}}{{cite web|last=Pollon|first=Zelie|title=New Mexico tourism officials fight state's dull reputation|website=Reuters|date=April 17, 2012|url=https://www.reuters.com/article/usa-tourism-new-mexico-idUSL2E8FGI7K20120417|accessdate=October 24, 2014}} The campaign also seeks to educate local businesses and to encourage staycations within the state.

History

The New Mexico True tourism $2 million campaign by the New Mexico Tourism Department. Though the campaign has been well received, it has been criticized. The first set of criticism was due to the Tourism Department's use of a non-New Mexican advertising agency to create the campaign, Vendor Inc. from Austin, Texas.{{cite web|last=Castellanos|first=Dalina|title=New Mexico centennial: Call for|website=Los Angeles Times Articles|date=March 22, 2012|url=https://www.latimes.com/nation/la-xpm-2012-mar-22-la-na-nn-new-mexico-causes-stir-with-centennial-marketing-campaign-20120322-story.html|access-date=October 24, 2014}} Though, when Vendor performed surveys on "samplings of travelers", they found the state's basic misunderstandings began at a fundamental level; with the results of the survey being, "'boring;', a 'desert wasteland' where 'there is not a lot to do'; 'artsy' — which is appealing 'you know for an hour'; 'is the lost state' that many travelers drive through to get to neighboring states; does not offer skiing but does have 'beaches'; and apparently includes El Paso."{{cite web|title=New Tourism Ads Show ‘True’ N.M.|website=Albuquerque Journal News|date=April 17, 2012|url=http://www.abqjournal.com/100488/news/new-tourism-ads-show-true-nm.html|accessdate=October 24, 2014}} It was from this research that one of the campaigns goals of "combating the negative perceptions about New Mexico" derives. The second negative criticism the campaign faced was when "a California producer", hired by Vendor, made a casting calling for "a light-skinned Hispanic".{{cite web|title=Light Skinned Only?|website=Opinion Blog|date=March 16, 2012|url=http://dallasmorningviewsblog.dallasnews.com/2012/03/light-skinned-o.html/|accessdate=October 24, 2014}} The New Mexico Tourism Department responded to the criticism by stating that the actor was intended to portray a tourist.{{cite web|author=|title=NM Tourism Ad Seeking ‘Light-Skinned’ Hispanics Defended|website=International Business Times|date=March 21, 2012|url=http://www.ibtimes.com/nm-tourism-ad-seeking-light-skinned-hispanics-defended-428108|accessdate=October 24, 2014}} They began to proactively pursue local talent, and began to focus on hiring local production companies, like Rio Rancho, New Mexico's CliffDweller Digital to produce shorts like "New Mexico True Stories", and the syndicated educational travel television series New Mexico True Television.{{cite web|last=Herron|first=Gary|title=‘New Mexico True’ videos come from RR company|website=Rio Rancho Observer|date=Jul 23, 2014|url=http://www.rrobserver.com/news/business/article_81f0d55a-11e8-11e4-aa5c-0019bb2963f4.html|accessdate=October 24, 2014}} They also used an Albuquerque, New Mexico based music group for the campaign's theme song "Feels Like Home".{{cite web|author=VisitNewMexico|title=Feels Like Home (New Mexico True)|website=YouTube|date=Nov 6, 2013| url=https://www.youtube.com/watch?v=JUhXostcdC4|accessdate=October 24, 2014}}

New Mexico True Trails

The New Mexico True Trails are a set of recommended locations divided by interest, and then by location.

| title = Breakfast Burrito Byway - New Mexico Tourism - Travel & Vacation Guide| work = newmexico.org| accessdate = 2014-10-23| url = http://www.newmexico.org/trails/breakfast-burrito-byway/}}{{cite web|author=VisitNewMexico|title=New Mexico True Breakfast Burrito Byway|website=YouTube|date=March 21, 2014|url=https://www.youtube.com/watch?v=HcPLlny1bvo|accessdate=October 24, 2014}}

  • Green Chile Cheeseburger Trail contains a list of recommended restaurants and eateries that serve New Mexican cuisine-style green chile cheeseburgers.{{Cite web

| title = Green Chile Cheeseburger Trail - New Mexico Tourism - Travel & Vacation Guide| work = newmexico.org| accessdate = 2014-10-23| url = http://www.newmexico.org/trails/green-chile-cheeseburger-trail/}}{{cite web|author=NmToDe|title=Green Chile Cheeseburger Trail 2011|website=YouTube|date=June 1, 2011|url=https://www.youtube.com/watch?v=wYj21z09da8|accessdate=October 24, 2014}}

  • Ghost Towns of New Mexico a list of ex-boomtowns that have since become ghost towns.{{Cite web

| title = Ghost Towns of New Mexico - New Mexico Tourism - Travel & Vacation Guide| work = newmexico.org| accessdate = 2014-10-23| url = http://www.newmexico.org/trails/ghost-towns/}}

| title = Fall Color in New Mexico - New Mexico Tourism - Travel & Vacation Guide| work = newmexico.org| accessdate = 2014-10-23| url = http://www.newmexico.org/fall-color-trail}}

  • New Mexico Wine Trail a list of [https://www.newmexico.org/places-to-go/true-trails/culinary-trails/wine-trail/ New Mexico wineries across the state] in conjunction with the [http://www.nmwine.com New Mexico Wine Country], the state's Winegrowers Association.

See also

References

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External links

  • {{Official website|newmexico.org}}

Category:Tourism campaigns