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. [1] Though it is aimed at broader national and international tourism, it seeks to bring tourists from around neighboring states, Colorado, Arizona, and Texas. [2] [3] 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. [1] 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. [4] 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." [5] 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". [6] The New Mexico Tourism Department responded to the criticism by stating that the actor was intended to portray a tourist. [7] 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. [8] They also used an Albuquerque, New Mexico based music group for the campaign's theme song "Feels Like Home". [9]
New Mexico True Trails
The New Mexico True Trails are a set of recommended locations divided by interest, and then by location.
- Breakfast Burrito Byway contains a list of recommended restaurants and eateries that serve New Mexican cuisine-style breakfast burritos. [10] [11]
- Green Chile Cheeseburger Trail contains a list of recommended restaurants and eateries that serve New Mexican cuisine-style green chile cheeseburgers. [12] [13]
- Ghost Towns of New Mexico a list of ex- boomtowns that have since become ghost towns. [14]
- Fall Color in New Mexico a list of leaf peeping recommended sites for viewing fall foliage. [15]
- New Mexico Wine Trail a list of New Mexico wineries across the state in conjunction with the New Mexico Wine Country, the state's Winegrowers Association.
See also
References
- ^ a b Blevins, Jason (April 17, 2012). "New Mexico rebrands with "true" ad campaign seeking tourists". The Balance Sheet. Retrieved October 24, 2014.
- ^ Unger, Todd (June 19, 2012). "New Mexico offers glimpse of $2 million tourism campaign". KOAT.com. Retrieved October 24, 2014.
- ^ Pollon, Zelie (April 17, 2012). "New Mexico tourism officials fight state's dull reputation". Reuters. Retrieved October 24, 2014.
- ^ Castellanos, Dalina (March 22, 2012). "New Mexico centennial: Call for". Los Angeles Times Articles. Retrieved October 24, 2014.
- ^ "New Tourism Ads Show 'True' N.M." Albuquerque Journal News. April 17, 2012. Retrieved October 24, 2014.
- ^ "Light Skinned Only?". Opinion Blog. March 16, 2012. Retrieved October 24, 2014.
- ^ "NM Tourism Ad Seeking 'Light-Skinned' Hispanics Defended". International Business Times. March 21, 2012. Retrieved October 24, 2014.
- ^ Herron, Gary (Jul 23, 2014). "'New Mexico True' videos come from RR company". Rio Rancho Observer. Retrieved October 24, 2014.
- ^ VisitNewMexico (Nov 6, 2013). "Feels Like Home (New Mexico True)". YouTube. Retrieved October 24, 2014.
- ^ "Breakfast Burrito Byway - New Mexico Tourism - Travel & Vacation Guide". newmexico.org. Retrieved 2014-10-23.
- ^ VisitNewMexico (March 21, 2014). "New Mexico True Breakfast Burrito Byway". YouTube. Retrieved October 24, 2014.
- ^ "Green Chile Cheeseburger Trail - New Mexico Tourism - Travel & Vacation Guide". newmexico.org. Retrieved 2014-10-23.
- ^ NmToDe (June 1, 2011). "Green Chile Cheeseburger Trail 2011". YouTube. Retrieved October 24, 2014.
- ^ "Ghost Towns of New Mexico - New Mexico Tourism - Travel & Vacation Guide". newmexico.org. Retrieved 2014-10-23.
- ^ "Fall Color in New Mexico - New Mexico Tourism - Travel & Vacation Guide". newmexico.org. Retrieved 2014-10-23.