NM hopes to shed negative image with new ads

SANTA FE (AP) — New Mexico this year is celebrating 100 years of statehood, but many people still confuse the Land of Enchantment with its south of the border neighbor. And some who do know the state think it’s nothing but a boring desert wasteland they would only visit on the way to Arizona or Colorado.
Tourism Secretary Monique Jacobson hopes to finally change some of those perceptions with a new $2 million statewide branding campaign that puts a heavy focus on the state’s unique culture and outdoor adventures. It also gives the state a new logo, “New Mexico True.”
Development of the campaign, which tourism officials launched on Tuesday, has been Jacobson’s almost sole focus since taking over the department last year. Jacobson is the daughter of a Taos Ski Valley hotel owner who returned to New Mexico a year ago after spending several years in marketing with Quaker Oats in Chicago.
The ads — which feature people kayaking on the Rio Grande, hiking around archaeological sites in Chaco Canyon, running among petroglyphs at a national monument on the western edge of Albuquerque, hanging out in hot springs and eating and shopping in art enclaves like Santa Fe and Taos — have two key goals.

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