$2.5 Million Campaign Launched to Aid in New Mexico Tourism Heather Bond January 12, 2012 New Mexico, News New Mexico sunset Â Â© ereaney To combat a drop in tourism over the last three years, state officials in New Mexico are launching a $2.5 million rebranding campaign. State officials found dire results when polling focus groups around the U.S. about their perceptions on the state. The same depressing descriptions kept cropping up: “Arid.” “Barren.” “Dull.”Â As a model, the state is looking north to Colorado, which routinely gets praised in focus groups as “majestic,” “glorious” and “heavenly.” More details on the rebranding efforts can be found here. Leave a Reply Cancel Reply Your email address will not be published. Name* Email* Website Let\'s Make Sure You\'re Human ... *Time limit is exhausted. Please reload CAPTCHA. 2 × = Comment Notify me of followup comments via e-mail. You can also subscribe without commenting.