NEWS //

$2.5 Million Campaign Launched to Aid in New Mexico Tourism

by Heather Bond

New Mexico sunset © 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.” 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.

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About the Author

Heather Bond posts from Chicago, the windiest city in the world. She likes yoga, pub trivia, a hot towel and a fully reclined seat. She hopes her next trip will be to Djibouti, because she loves to say Djibouti so much. Follow Heather on Twitter @metro_naturale