1

Jennifer IrelandStephanie Lasseigne

Carleton Rafield

New Mexico

imPRint Communications1018 Hackberry LaneTuscaloosa, AL 35401205-956-9870

2

imPRint Communications1018 Hackberry LaneTuscaloosa, AL 35401

205-956-9870

December 1, 2011

Monique JacobsonTourism Secretary New Mexico Tourism Department 491 Old Santa Fe Trail Santa Fe, New Mexico 87501

Dear Ms. Jacobson:

Thank you for taking to the time to review our creative communication campaign. Tourism is an essential key to success in any state. With our extensive research, we have compiled the quintessential campaign to attract tourists to New Mexico.

What makes New Mexico unique is its strong Native American and Hispanic culture combined with diverse and beautiful landscapes to embody what a “Land of Enchantment” truly is. We found, however, that many people are unaware of what New Mexico can offer tourists. With its diverse culture and geographic landscapes throughout the state, New Mexico nevertheless could benefit from a unified identity.

The “My Adventure. My New Mexico” campaign, rooted in interactivity and engagement, connects with people and allows them to define what New Mexico is to them. An interactive video website provides incentives to New Mexican residents and out of state tourists, encouraging them to post videos displaying their adventure and their New Mexico. “My Adventure. My New Mexico” will foster state pride, increase awareness and attract tourists from surrounding states targeted in our plan. Again, we thank you for reviewing our plan and look forward to meeting you in person.

Sincerely,Carleton Rafield, Stephanie Lasseigne and Jennifer Ireland

3

Table of Contents Executive Summary 4

Situation Analysis Client Background 6 Stakeholders 7 Products,Services and Brand 11 Communication 13 External Factors 16 External Perception 17 SWOT 19

Plan Objectives 20 Message 20 Strategies 21 Tactics Interactive Video Campaign 21 Hot Air Balloon 23 Billboards 26

Timeline 27

Budget 28

Source List 29

Appendix 34

4

Executive Summary At imPRint Comunications, we want you, The New Mexico Tourism Department, to understand what drove the vision for our campaign. Through our research of New Mexico, we identified problems and opportu-nities that led us to creative and strategic communication plans to increase tourism.

Problems •New Mexico currently lacks a unified state identity which could be contributing to indifferent opinions of the state among the majority of out-of-state potential visitors.

Opportunities •New Mexico Tourism Department is searching for new public relations representation, which allows the opportunity to enhance current initiatives and launch new ones. •The indifferent perception of New Mexico makes it easier for us to mold consumers’ opinions since they know little about the state.

Vision This campaign celebrates all the different activities New Mexico has to offer. The campaign will also target the surrounding states Arizona, Colorado and Texas. Additionally, the campaign will engage in-state resi-dents and encourage them to travel within New Mexico. How will we do this? By asking the people who know and love your state, residents and tourists alike, exactly what makes New Mexico an adventure to them. By using their personal experience and opinions about why New Mexico is great, our campaign will create a message that is genuine and versatile for all target mar-kets and seasons. Our slogan, “My Adventure. My New Mexico.” embodies the individuality of the campaign and the versatility of New Mexico itself. Engagement We will engage the target market through our 3 tactics:

1.Interactive Video Campaign 2.Hot Air Balloon Competition 3.Billboards

Interactive Video Campaign •People will upload a short video talking about their New Mexico and what makes it special to them. •Several winning videos will be used in our television commercials. •Several winners will also be chosen to win a Hot Air Balloon ride. •This will generate interaction between our campaign and audiences by having them show us what areas of New Mexico they find most exciting.

5

•This will also show those who don’t know much about New Mexico exactly what the state has to offer, changing the indifferent opinions these potential tourists hold.

Hot Air Balloon Competition •Winners of the video competition will win a ride for them and friends in the “My Adventure. My New Mexico” hot air balloon. •The balloon will be driven out to the cities in the campaign’s truck. •Interaction with the balloon via Twitter and Facebook will create continuous interest and interaction between the consumer and the campaign. •This will give people outside of New Mexico a taste of the adventure that’s found in the state.

Billboards •Out-of-state billboards will depict two simple Polaroid images that display people experiencing adven ture in New Mexico. The images will vary by season. oThese will be placed in large cities in our target states: Texas, Arizona and Colorado. •In-state billboards will depict the same simple design but the Polariod will have a cut-out center allowing the driver to see the real New Mexican scenery through the billboard. oThese will be placed all throughout New Mexico in scenic locations and in large cities.

These three tactics will be combined with pre-campaign advertisements, press releases and a revamped social media presence for New Mexico. Facebook and Twitter pages will be updated to reflect the current cam-paign and will contain posts that engage the viewer. This interaction between your state and your target audi-ences will help to accomplish the objectives of the campaign.

Rationale New Mexico does not lack things to do so our campaign is aimed at giving your state a personality and an identity for consumers to identify with. The “My Adventure. My New Mexico” campaign will highlight all the different aspects of New Mexico to change perceptions within the target market. As well as boosting tourism, this campaign will boost state pride. Giving residents a chance to show why they love New Mexico will foster the relationship they have with the state. Also, the in-state billboards will remind them once again that the beautiful lands of New Mexico belong to them, reinforcing our message of “My Adventure. My New Mexico.” This campaign will give New Mexico a unified identity while celebrating the individuality of all the dif-ferent parts of the state. This campaign is flexible enough to still allow individual cities to run their own brand-ing campaigns as long as they do it under the “My Adventure. My New Mexico” theme.

Executive Summary

6

Situation AnalysisBackground New Mexico, the “Land of Enchantment,” possesses rich history and culture that has shaped it into the state it is today. The first inhabitants, Native American tribes, struggled with Spanish explorers for centuries. It wasn’t until 1850 that New Mexico became an American territory, and in 1912 it became the 47th state of the Union. It did not take long, however, for New Mexico to thrive as a state in America. After World War II, New Mexico “quickly emerged as a leader in nuclear, solar, and geothermal energy research and development.”1

Today, strong Native American and Hispanic contingencies influence the unique and diverse culture of New Mexico. From vast mountains, to limestone caverns and white sand deserts, the geography of New Mexico is equally as diverse as the culture.

The current New Mexico governor is Susan Martinez, a Republican who was elected in 2010, and the Lieutenant Governor is John Sanchez. The New Mexico Tourism Department has experienced some changes within the last few months, structurally and fiscally. In September of 2011, the Tourism Department laid off sev-en employees who worked for the state-run New Mexico Magazine, a decision that became controversial after the magazine immediately began looking to hire three new positions.2 Overall, there were 27 layoffs in the New Mexico Tourism Department within the past six months.3 The department currently has a $14 million budget and employs 76 people. Recently, there has been a controversial proposal to merge the Tourism Department and Cultural Affairs Department. Governor Martinez is pushing for this, and a state analyst said the merger would save an estimated $1.3 million over three years.4 Other state officials, however, have shunned this proposal on the premise that there is “no obvious fit between the two organizations” and intangible costs could offset any savings.5 Additionally, New Mexico Senator Mary Jane Garcia expressed concern that the governor’s rationale behind this proposal is unclear. Cultural Affairs preserves New Mexico’s history and culture while the Tourism Department recruits tourism. Many believe that the distinct duties of each department should stand separate. This view is seen as a journalist for the Albuquerque Journal wrote:

“To put cultural affairs under the control of tourism does not play to the strengths of each department. In fact, this merger will adversely impact the preservation of New Mexico’s unique heritage and culture.”7

On the other hand, the April 2011 New Mexico Tourism Department Quarterly Report stated that overall tourism in New Mexico increased 7.2% since December 2010, day trips increased 6.3% and overnight travel in-creased 7.5%.8 The report went on to state objectives such as advertising in the same markets, targeting women and promoting film tourism.

Tourism Secretary Monique Jacobson, who was elected in January of 2011, has publicly expressed her concern about negative external perceptions of New Mexico. Jacobson conducted research, and in October of 2011 she reported that New Mexico was ranked 36th in the nation for tourism and travel. She plans to change this by giving New Mexico a unified brand, something she referred to as “adventure steeped in culture.”9 Law-makers, however, told Jacobson the tourism budget will not increase.10 Jacobson found that many tourists see

7

New Mexico as a place to drive through while on the way to more appealing destinations. She also found in her research that many people ranked Arizona better for skiing than New Mexico. In response to this, Jacobson said:

“It’s an overall statement to this lack of knowledge and understanding about what New Mexico is and what we have.”11

Other recent changes include a search for new advertising and public relations agencies for the Tour-ism Department. Jacobson, in August of 2011, decided not to renew the contract with the agencies used in that past.12

Stakeholders The New Mexico Tourism Department must consider its many stakeholders, such as residents of the state, tourists coming to the state, and major areas of income for the state.

New Mexico Tourists

Chart from the New Mexico Fact Sheet, found on the USDA Economic Research homepage.

Total Domestic Drive Market Visitors •8.4 millionTotal Domestic Fly Market Visitors •800,000Other Domestic Transportation •500,0002010 New Mexico Domestic Market Share •1.0% of U.S. Visitation13

Situation Analysis

8

Top 10 States of Origin Top 10 Destinations14 New Mexico Florida Albuquerque RoswellTexas Nevada Carlsbad RuidosoColorado Illinois Gallup Santa FeCalifornia Mississippi Hobbs Silver CityArizona Ohio Las Cruces Taos

10 States of Origin Breakdown15 •New Mexico – 41.7% •Texas – 20.5% •California – 6.5% •Colorado – 6.1% •Arizona – 5.4% •Florida – 1.4% •Nevada – 1.3% •Illinois – 1.2% •Ohio – 1.1% •Oklahoma – 1.1%

Reason for Travel16 •Leisure Visitors: 89.9% •Business Visitors: 10.0%

Trip Characteristics17 •The average overnight party size is 2.6 •Overnight travelers spent an average of 3.6 nights in New Mexico •Average overnight trip expenditures per party were $494

U.S. Visitor Demographics18 •The average age of the head of household is 48.9 (47.7 in 2009) •The median household income is $61,324 ($61,898 in 2009) •65% of all head of household visitors are married (65% in 2009)

Situation Analysis

9

Top Activities19 •Visiting Friends & Relatives – 30.0% •Rural Sightseeing – 20.7% •Shopping – 17.7% •State/National Parks – 14.5% •Historic Sites/Churches – 14.4% •Urban Sightseeing – 11.8% •Museums – 10.5% •Fine Dining – 9.2% •Hiking/backpacking – 8.0% •Wildlife viewing – 7.2% •Casinos – 7.2%

Tourists Psychographics20 •They are younger, ages 25-54, instead of the traditional 35-64 target •They are families and groups of friends, in addition to couples •They ski, golf, hike, bike, dine, spa, and other things •They have a higher than average annual income and disposable income

Of New Mexico’s 2,059,179 residents, the majority of people living there are between the ages of 18 and 65.22 New Mexico is known for having a very strong Southwestern culture. This is made up the state’s strong Pueblo and Hispanic history. From the cuisine to the arts to the scenic geographic landscape, New Mexico is a state deeply rooted in its history.

Internal Areas of Income New Mexico is widely known for its leadership in energy research and developments in the nuclear, solar and geothermal areas at the Los Alamos Scientific Laboratory and Sandia Laboratories. The Los Alamos Laboratory alone accounts for 9,000 jobs in the state of New Mexico with an annual budget of $2.2 million.23

In addition to being a leader in research, New Mexico is also rich with natural resources and is one of the U.S. leaders in output of uranium and potassium salts. Other resources that contribute significantly to the state’s income are petroleum, natural gas, copper, gold, silver, zinc, lead and molybdenum.24 Further, New Mexico’s natural gas production accounts for 10 percent of the total U.S. gas production. The state’s produc-tion value for natural gas is valued from $10 to $12 billion. The crude oil industry in New Mexico accounts for about four percent of the nation’s total, with this production value between four and six billion dollars.25

The principal manufacturing industries in the state are food products, chemicals, transportation equip-ment, lumber, electrical machinery, and stone-clay-glass products. Also, more than two thirds of New Mex-ico’s farm income comes for livestock products. The most important field crops include cotton, pecans, and sorghum.26

Situation Analysis

10

Situation Analysis

See Appendix for demographic breakdown of Albaquerque (A, B), Carlsbad (C,D), Santa Fe (E,F) and Las Cruces (G)

11

Products,Services,andBrand There are a variety of destinations and activities that attract tourists to New Mexico. According to the New Mexico Tourism Department, the top three city destinations from December 2009 to December 2010 were Albuquerque with 3.1 million visitors, Santa Fe with 1.8 million, and Las Cruces with 1.1 million.27 Notably, New Mexico ranks second for the amount of national monuments in the nation. Carlsbad Caverns, a limestone cavern, is the seventh largest cavern in the world. Among the top five attractions in New Mexico are the Albu-querque Biological Park, Elephant Butte Lake State Park, Navajo Lake State Park, White Sands and Carlsbad Caverns.28 New Mexico is best known for its variant geography and weather. A New Mexico native wrote for Frommers Travel Guide: “From the vast heat and dryness of White Sands in the summer to the 13,161-foot subzero, snow-en-crusted Wheeler Peak in the winter, New Mexico’s beauty is carved by extremes. Culturally, this is also the case. Pueblo, Navajo, and Apache tribes occupy much of the state’s lands, many of them still speaking their native languages and living within the traditions of their people.”29

It is the eclectic mix of geography, climates and cultures throughout the state that gives cities and regions a spe-cific identity. Such diversity enriches the New Mexico history and culture, but also presents obstacles in estab-lishing a unified identity or brand for the state. By branding themselves, the cities individually show what they have to offer to tourists, but not under a unified state brand.

Film & Arts

New Mexico launched a tax incentive program in 2002 for filming which has attracted film crews and tourists from all over the nation. An Ernst & Young study done in 2009 evaluated the impact of New Mexico Film Production Tax Credit. The study reported that the film industry has effectively generated a steady income and an increase in tourism for New Mexico.30 In 2010, Albuquerque was named the “number 1 place to film a movie” according to Movie Maker Magazine. The magazine goes on to discuss New Mexico’s 25% tax rebate with a fully refundable tax credit and Albuquerque’s upscale and impressive filming studios.31 The New Mexico Film website states benefits of the program since 2003: •More than 150 major film and television productions have been made in New Mexico32 •$4 billion estimated economic impact33 •10,000 direct and indirect film-related jobs34 •More than 250 businesses and services directly related to the industry35

Famous movies filmed in New Mexico include Brokeback Mountain, True Grit and Indiana Jones.

Situation Analysis

12

Situation Analysis Often called the “State of the Arts,” the booming art culture accurately represents the diverse and creative population of New Mexico. The New Mexico Museum of Art described the history of art in the state when it said, “Artists flocked to New Mexico inspired by its vast natural beauty and the indigenous cultures that were so different from their own.”36 New Mexico, as a state, has historically represented its multi-faceted culture and lifestyle through the arts. As the state’s official website notes, “The state’s art museums feature everything from folk art to glass to sculpture to paintings by Georgia O’Keeffe.”37 In addition to museums, frequent art festivals attract artists and tourists alike. The Indian Market in Santa Fe, which began in 1922, annually attracts 100,000 visitors from all over the world, displaying authentic Native American art.38 Other popular festivals include Santa Fe Spanish Market, Inter-Tribal Indian Ceremonial in Gallup, Taos Fall Arts Festival and the Rio Grande Arts & Crafts Festival in Albuquerque.

Food & Wine

The strong sense of history and culture, especially among Native Americans and Spaniards, has also distin guished the New Mexico cuisine. The state is best known for local chili peppers as the “core of New Mexico’s traditional cooking.”39 A recent Tripadvisor.com article named Santa Fe among the top 10 US “Food and Wine Destinations.”40 New Mexico, the oldest wine-producing region in the country, came back to life in the late ‘70s and now consists of 42 wineries and tasting rooms.41 The local brewery craze is blossoming in New Mexico as well. Specifically, four new breweries opened in Albuquerque in 2011, giving the town and consumers locally made beer to take pride in.42

The Albuquerque International Balloon Festival

For nine days in October, the New Mexico skyline is filled with the liftoff of hundreds of hot air balloons from Albuquerque’s Balloon Fiesta Park. The Albuquerque International Balloon Festival is a world-renowned event that has taken place for the past three decades during the first week of October and brings tourists from all over the world. The signature event, the Balloon Fiesta, which launches over 700 balloons, is the largest ballooning event on earth and the largest annual international event held in the United States.43 From this recognition, the hot air balloon icon has intertwined itself with the image of New Mexico. In 2005, the hot air balloon was named New Mexico’s official state aircraft.

13

CommunicationsPast Campaigns

In their past campaigns, New Mexico has alternated between focusing on national and local tourists. In 2005, their “Full Circle” campaign aimed to increase travel to the state as well as to boost awareness of New Mexico as a travel destination. The name was derived from the circular designs incorporated into all the adver-tisements. The campaign reinforced the circular theme by telling the story of a traveler’s journey and how he or she came full circle.44 The circular images would focus on New Mexican icons such as a hot air balloon, gold ball or flamenco dancer, and were specifically targeted towards markets where the population would effectively respond. The Tourism Department hired Oscar nominated cinematographer Ward Russell and the six television advertise-ments had a production cost of around $200,000.45 Media buys included national periodicals such as Texas Monthly, Tuscan Lifestyle, Smithsonian and Budget Travel. Outdoor advertising was placed in Lubbock, Texas and Tucson, Arizona. The campaign also included mall kiosks in Dallas and Austin, along with coffee sleeves sent to 45 cafes in Austin, Dallas, Denver and Tucson. Television advertisements were run on national cable stations such as the History Channel, Travel Channel and E! to reinforce branding.46 In an attempt to spark internal tourism, in 2010, New Mexico capitalized on your nickname, The Land of Enchantment, with their “Be Enchanted” campaign. This campaign focused on certain cities and areas of the state for eight weeks. It included traditional mediums as well as social media and online ads.47

Through social media, the New Mexico Tourism Department created its first ever web site photography contest named “Day of Enchantment.”48 People were encouraged to upload their photos of their “enchanting” New Mexican adventures for weekly prizes and a chance at the $10,000 grand prize. Along with a photo, ap-plicants were told to describe the location and the “enchantment” they felt at the time. To increase tourism, each location a photo was taken at included a link to a local business with a special discount. Access to the campaign was done through their website www.dayofenchantment.com and was open May 3, 2010 through June 27, 2010.49 The campaign’s goal was to rekindle excitement about the state and promote in-state travel during the tough economy.50 This campaign won the New Mexico Tourism Department their first “Digital Marketing Best of Show Award” which rewards global digital marketing advertising campaigns that outperform all competitors with creativity and results. The Department’s campaign also won a Platinum and Gold Award. The photo contest had over 14,000 entries with more than 176,000 votes casted. It also generated 712,112 web site page views to newmexico.org.51

Situation Analysis

14

Situation AnalysisCurrent Campaign

In New Mexico’s current campaign, launched in early summer 2011, they chose to highlight one of the state’s most infamous characters, Billy the Kid. This campaign, targeted towards locals and other Southwestern residents, leads visitors on a scavenger hunt throughout New Mexico in search of Billy the Kid. Visitors can download the mobile app or take pictures of themselves next to clue posters in nine distinct cities. Families can create a “posse profile” on the campaign website and get travel deals in those nine com-munities. The campaign planned new events and took advantage of existing ones in these cities.52

With an assumed average of four people per “posse” and 3,100 registered posses on the campaign website, it is estimated between 9,000 and 15,000 were involved in the scavenger hunt. Since the campaign received substantial national coverage, it was estimated that about half of the participants were locals and half were from out of state.53

Officials in the ten communities that participated had positive comments about the campaign; however, they were not sure how much it drove traffic to their towns. Artistic director of the Mimbres Region Arts Coun-cil, Faye McCalmont, stated:

“It’s difficult to know if the promotion drove people to the town or if they would have come anyway, but it was a great addition.”

New Mexico’s tourism secretary, however, estimates the economic impact to be between $4 million and $5 million. In social media, the Tourism Department noted a 30 percent increase in Facebook activity and 15% increase in Twitter followers.54

15

While “Catch the Kid” is the statewide campaign, several cities across New Mexico have also cre-ated campaigns for themselves. This year, Las Cruces introduced their “Stay Sunny” campaign, replacing their “Crossroads” campaign they have been using for a decade. The new logo, which shows the end of a ribbon that bears the name “Las Cruces” with sunrays surrounding the C, will be used on promotional brochures along with the New Mexico logo.55 The mission of Las Cruces’ is to attract visitors and lodgers with the primary goal being to fill hotels. The campaign is paid for by the lodger’s tax. “Stay Sunny” has a dual meaning, playing on the good weather and friendly environment. The Commercial Business Bureau hoped for community branding that would show tourists their sense of community in Las Cruces.56

Another town that recently rebranded itself is Taos. This summer they launched their new marketing theme “Taosmosis.” This campaign will highlight the five passions of the city: arts, outdoor beauty, outdoor recreation and adventure, events and culture.57 Due to the current economic condition, Taos will be focusing primarily on regional areas such as Colo-rado, Texas, Arizona and Oklahoma, but press releases will also be sent out nationwide. The campaign will also run advertisements in the Denver Post and several Denver radio stations. The town of Taos will split the cost of the buys with several sponsors.58

New Representation

This summer, State Tourism Secretary Monique Jacobson announced that New Mexico will launch a national search for new representation. Despite their small budget, $2.5 million for advertisements and $120,000 for public relations, Jacobson hopes to find someone to create a campaign to boost New Mexico’s national and international appeal.59

Situation Analysis

16

Situation AnalysisExternalFactors The New Mexico Tourism Department must be aware of the many external factors that affect tourism within the state.

Wildfires

The wildfires that scorched New Mexico over the summer affected some prominent tourist attractions, including Carlsbad Caverns, the Bandelier National Monument and the Valles Caldera National Preserve. Not only has the fire burnt much of the greenery found in the Carlsbad Caverns National Park, but the long-term effects of chemicals used to stop the fire may have an effect on the caverns. The dyes found in the fire retardants used may have unintended effects that can eventually change eco-systems, and may affect the calcite and gyp-sum formations found in the caves.60 Also, with the vegetation burned in the Carlsbad Caverns National Park, park officials are worried about erosion that may occur during the monsoon season.

At the Bandelier National Monument and the Valles Caldera National Preserve, about 1,200 of the 3,000 of the monument’s archeological sites were burned.61 The same worries of erosion also concern monument of-ficials, as flooding is frequent in the area which no longer has vegetation to hold the soil down.

The Resurgence of David Parker Ray

Famously known as the “Toy Box Killer,” David Parker Ray has recently come back into the media spotlight. Ray once proclaimed that he took the lives of as many as 40 victims.62 With the severe drought in New Mexico right now, the FBI, New Mexico State Police and the Albuquerque Police Department have begun searching the dried up Elephant Butte Lake in Truth of Consequences, N.M. for the victims.

On October 11, 2011, the police departments and FBI spent hours searching the lake. Though they have not found bodies, the searchers did find a pair of glasses and scraps of clothing. As of October 18, 2011, the FBI is investigating a human femur and other smaller leg bones that were found by a visitor. The hunt continues.63

Mexican Drug Wars

The on-going drug wars that are raging in Mexico have recently moved to the Mexican city of Palomas, which is less than three miles south from Columbus, New Mexico.64 Though New Mexico has not yet seen the drug war’s violence like Texas, Arizona, and southern California has, it is only a matter of time before the drug wars spread to the state. The Los Angeles Times recently noted in their article, “Mexico Under Siege: Border War Too Close For Comfort,” that several residents of Palomas have used cash to buy property in Columbus. This is just the beginning of the drug war expansion into the state of New Mexico.

17

United States Economy

New Mexico’s economy has been hit hard by the recession. According to the Bureau of Business and Economic Research, New Mexico’s rate of employment growth still lags behind the national average.65 While the economy grew at the beginning of 2011, the outlook still remains weak. New Mexico has the second highest poverty rate in the country with 20.4%,66 and is ranked 41st in the country for employment growth.67 This is a huge threat for tourism among locals because many do not have the money to spend.

ExternalPerceptions It is clear that there is a skewed and slightly negative outside perception about the state of New Mexico. This is seen through commentary on news articles, focus groups conducted by the tourism secretary, and in an existing case study on tourism in New Mexico. In a winning case study by Jason Riley called, “New Mexico Had a Perception Problem,” external views about the state are described. Riley wrote:

“What do you think of New Mexico? Not much, I’d guess. Ask your friends, ask a stranger, talk to virtu-ally anyone in the country and, if they have an opinion at all of New Mexico (and they probably don’t) they likely think of the state as a big, dry, dusty desert that’s home to a lot of Native Americans and not much else, as a place that’s boring and empty with nothing particularly interesting to see or to. For the New Mexico Tour-ism Department, this not-so-little human truth presents a big problem: as a vacation destination, New Mexico doesn’t sit on the top of too many folks’ wish list.”68

Riley goes on to explain that the kind of tourists that are attracted to New Mexico are not ideal, in that they are older, driving from nearby states and not spending very much money. Additionally, another problem the Tourism Department experiences is the competition of nearby states. Riley cites that Texas, Colorado, Utah and Arizona each outspend New Mexico 4-to-1 in advertising dollars.69

Tourism Secretary, Monique Jacobson recognized these problems and plans to take action against them. Recently, she conducted focus groups in Houston, Los Angeles, Chicago and Albuquerque. From these focus groups Jacobson concluded that people know New Mexico is beautiful, but they don’t know what they would do if they visited.70 Jacobson gathered that these people felt strongly about reasons they would visit surrounding states such as Colorado and Arizona, but remained unsure about New Mexico. This is because, Jacobson be-lieves, New Mexico does not have a unified brand.

Recently in a news article, “Dept. of Tourism works to create new brand on flat budget,” several com-ments from New Mexico citizens displayed negative feedback about the tourism department and Jacobson’s

Situation Analysis

18

Situation Analysisattempt to brand the state of New Mexico. Some comments include:

“Good luck Secretary Jacobson trying to get the varied interests of everyone to buy into a single New Mexico brand.”71

“I think they need to hire some people with creativity and who really love the place.”72 Citizens seem to doubt the ability to achieve better tourism in the state. In addition, some comments show that citizens do not take pride in their state and highlight negative aspects, as seen in this comment:

“Hey if the scavenger hunt works maybe we could have a ‘find the west mesa serial killer hunt’ or the ‘Where do our corrupt politicians hide their money and buy their drugs’ poker run.”73

In response to increasing tourism, one New Mexico citizen displays apprehension towards tourists when he said, in relation to tourism:

“For once I would like our democratic corrupt and controlled state be 50th in something.”74

It is clear that the problem of perception is not only an external issue, but an internal one as well. Negative feedback from New Mexico citizens displays frustration with the government and past events. Feed-back from residents of other states displays that many are unclear about what New Mexico has to offer.

19

SWOTSTRENGTHS

•Culture (Cuisine, Art industry, Wine industry) •Geographic landscape (National parks and monuments) •Film industry

WEAKNESSES

•Budget for tourism department •Attitude of residents towards tourism •Lack of cohesion between cities and state •Merging of Cultural Affairs and Tourism Departments •Damaged landscapes from wildfires

OPPORTUNITIES

•Searching for new public relations representation •Indifferent perception of New Mexico held by stakeholders outside of the state

THREATS

•David Parker Ray’s crime legacy •Mexican drug wars •Recession in the economy

ProblemStatement New Mexico lacks an identity as a state, which leads to an indifferent opinion that is held by potential tourists. In order to change these opinions, we will create an identity for the state by informing internal and external consumers about what New Mexico has to offer.

Situation Analysis

20

Campaign Plan Our campaign strategy seeks to change the indifferent opinions of New Mexico to positive ones by in-forming tourists of what New Mexico can offer them. Our “My Adventure. My New Mexico” campaign is made up of two major objectives, three strategies, and three tactics.

Objectives 1. Increase awareness about what New Mexico has to offer to tourists. 2. Increase residential tourism within the state of New Mexico 3. Increase tourism into New Mexico, specifically from. a.Texas b.Arizona c.Colorado Texas, Arizona and Colorado are among the top five states from which out-of-state tourists are coming from. The New Mexico Tourism Department annually advertises in these states. Because of this, we see it best to build on this existing investment and presence.

Message The primary message used throughout the campaign is “My Adventure. My New Mexico.” With this message, we wanted to give people the chance to define what New Mexico means to them. In doing so, there are no boundaries for the audience as they express what their New Mexico is. This will allow for genuine and authentic perspectives on the state. Instead of sending a message to our audience about what New Mexico is, we are asking them to tell us themselves. An open-ended approach such as this will display the unique diversity of New Mexico. Residents and frequent tourists sharing their New Mexican adventure will provide informa-tion and perspective for potential visitors. Authentic experiences will motivate potential tourists to create their adventure, their New Mexico. The slogan “My Adventure. My New Mexico” embodies this open approach, and will serve as the theme and logo for all the communication materials throughout the campaign.

21

Strategies 1.Create an online community that allows people to define “My New Mexico.” 2.Give people a taste of New Mexican adventure. 3.Engage New Mexico Residents.

Tactics1. Campaign Website, www.mynewmexico.com

The campaign website, www.mynewmexico.com, will target both internal and external audiences, and-will be the center point for all campaign activity. Here, participants can access the Interactive video contest, the gallery of “My Adventure, My New Mexico” billboards to upload pictures they’ve taken with the billboards, along with links to website of the cities of New Mexico. The website gallery of videos and pictures will show those that visit the what New Mexico has to offer, coming directly from people who reside or travel in the state. Further, visitors will find links to the campaign’s social media sites, such as Facebook and Twitter, along with a link to the New Mexico Tourism Department’s website.

Interactive Videos All videos uploaded will have a maximum limit of three minutes. The only requirement of the videos is that they feature, at some point, the phrase “My Adventure. My New Mexico.” We hope to obtain substantial user-generated content in which people highlight adventure and culture unique to New Mexico. The videos that will be featured in commercials will be chosen at the discretion of the New Mexico Tourism Department. Only the Fan Favorite will be guaranteed a spot on a commercial. Anyone who views the campaign website will have the opportunity to vote on who they believe uploaded the best video. The video with the most votes will then be deemed Fan Favorite. Participants will have the chance to become Fan Favorite each time a new commercial is set to be created.

Terms and Conditions When uploading videos, participants must accept the terms and conditions of the campaign. I hereby agree that my video features no nudity, illegal activity or profanity. I am allowing the New Mexico Tourism Department to feature this video on their “My New Mexico” website. I will allow this video to be used and edited for any advertisements or commercials from henceforth. Before uploading each video, participants will need to fill out a three-question survey. First, they will be asked to provide their name and e-mail address. Second, they will be asked in which city and state they live. Finally, they will be asked which cities in New Mexico they visited.

Campaign Plan

22

Campaign PlanAdvertisements The “My Adventure. My New Mexico” campaign will begin with pre-campaign advertising, as shown in our timeline in the appendix. For the pre-campaign advertisements, we will professionally develop a commercial in the same format that user-generated commercials will be formatted in the future. At the end of this commercial, we will inform audiences to go to the website and participate in the interactive video campaign. The pre-campaign advertisements, and any advertisements created from the interactive video campaign will be aired in New Mexico along with our targeted states: Texas, Arizona, and New Mexico

From the storyboard found in appendix H, you can view the format of commercials we will put together using the videos uploaded by participants. Also, print advertisements can be created using still shots of the videos uploaded at our discretion.

We will allow participants to upload videos of their New Mexico all year long. This will give us the ability to make different commercials and advertisements with the changing seasons. We will create four commercials with each changing season; one for summer, fall, winter and spring. For example, as summer approaches, the commercials will feature summer activities in New Mexico such as camping and hiking. As winter approaches, the commercials will feature winter activities such as skiing.

Contingency Plan Our campaign is all about letting people define their own New Mexico. This, unfortunately, can create a problem if some aspects of New Mexico we want to feature aren’t uploaded by participants. We believe that culture is an area that may not be videoed. If this happens, we plan on sending an intern or a relative out to “find” culture. In the video, they will directly state their relations to the campaign and their duty to find the aspect of New Mexico that needs to be featured. The video will end encouraging others to show the culture, or any other aspect, that they love in their New Mexico.

The premise of this campaign is based around our message, “My Adventure. My New Mexico.” We will en-gage all of our audiences by having them upload videos showing their New Mexico. With this tactic, we hope to obtain substantial user-generated content in which people highlight adventure and culture unique to New Mexico.

We will position the campaign as a competition by giving participants a chance to be placed in future commer-cials, or win a ride on our “My Adventure. My New Mexico” hot air balloon when they upload videos.

23

2.My New Mexico: On the Road

As stated before, the interactive video campaign will contain competitive aspects that will serve as excit-ing incentives for those participating. In addition to the commercial competition, a “My Adventure. My New Mexico” hot air balloon will visit winning participants of the interactive video campaign.

Hot Air Balloon First, the hot air balloon serves as an identifi-able New Mexico symbol that relates to adventure. New Mexico is famous for hot air balloon festivals, and in 2005 the hot air balloon was named the official state aircraft. Traveling to specific target cities with the hot air balloon will allow the New Mexico Tourism Department to engage external audiences in a more personable way. Although the My New Mexico hot air balloon is a part of the interactive video competition, the destinations will be picked strategically according to popular videos in target markets.

Transportation To transport the hot air balloon, there will also be a “My Adventure. My New Mexico” truck that will travel to the nearby target markets. This will serve as an additional advertisement on the road. The truck will be very visually appealing with the “My Adventure. My New Mexico” logo and adventurous and cultural pictures dis-played on the truck to catch people’s eye. A 14-foot GMC truck will be large enough to transport a deflated hot air balloon and two people. One person from the tourism department will travel in the truck to document, obtain more footage for the interactive website, and distribute communication materials promoting the interactive video campaign. Additionally, a certified hot air balloon pilot will travel in the truck. Because the truck used is a standard 14-foot GMC, similar to a regular U-Haul, the driver of the vehicle will not have to obtain a specialty license.

Campaign Plan

24

Campaign PlanDestinations After numerous videos have been submitted to the interactive campaign website, the campaign director will identify the most popular videos in the out-of-state target markets. The target states are Texas, Colorado and Arizona and the specific cities we will be looking for videos in are: •Austin •Dallas •Colorado Springs •Denver •Phoenix

In the past, New Mexico Department of Tourism invested much of their advertising in the cities listed above. Therefore, this campaign will build on the existing presence in these cities, but in a more powerful and interactive way. By looking for videos submitted from major metropolitan areas of our target states, we are hop-ing for the maximum amount of attention and opportunity for engagement when taking the “My Adventure. My New Mexico” hot air balloon on the road. Additionally, we will also engage areas of New Mexico to increase tourism within the state and foster excitement and state pride. There are no specific targeted areas within the state of New Mexico, and this aspect of the competition will be based solely on fan favorite videos submitted by New Mexican residents.

Winners For the out-of-state winners, the New Mexico Tourism Department will select five winning videos based on the target cities. Ideally, there will be a winner from each of the target cities. If not, the campaign director will pick an alternate city within the target states based on the size of the city to ensure maximum exposure. Once the winners are decided, the campaign director will contact them and congratulate them on winning. The campaign director and the winners will then agree on an appropriate date for the hot air balloon to visit them in their respective cities. The winner will be awarded free hot air balloon rides for themselves and 10 other people of the winner’s choice. Before the hot air balloon visits a winner, a press release will be sent to the target city’s local newspaper that will acknowledge the winner of the “My Adventure. My New Mexico” video competition (See Appendix I). For the in-state winners, the New Mexico Tourism Department will contact the three fan-fa-vorite videos submitted by New Mexican residents and notify them once they have won. A date will be agreed on for the hot air balloon to travel to the winners’ home towns in New Mexico. As the campaign travels to the in-state winners, the goal will be to engage the residents, encourage them to participate in the campaign and to travel within the state. Twitter The “My Adventure. My New Mexico” truck and hot air balloon will also have its own Twitter account to attract buzz as it travels and visits nearby cities. To engage audiences, the truck and hot air balloon will ad-vertise “Tweet @ us when you see us.” Also, we will use the Twitter account to send out pictures of the hot air balloon in different locations, and encourage others to twit-pic their pictures of the hot air balloon.

25

Social Media In addition, we plan to revamp social media all together. Twitter and Facebook are the most cost effec-tive and wide-reaching communication outlets. Therefore, we feel if much time and energy is invested in mak-ing these pages visually appealing and strategically communicative then the campaign will be more successful. It is important that the pages be linked through our existing communication materials and easily accessed. From the commercials and print advertisements to the “My Adventure. My New Mexico” truck and hot air balloon, each of these items will feature our Twitter and Facebook names so our audiences know how to follow us. Ad-ditionally, we will actively reach out to audiences by friending and following as many people possible among our target markets. On Twitter specifically, we will seek out opinion leaders within New Mexico and others passionate about New Mexico. By engaging these audiences on Twitter, the “My Adventure. My New Mexico” account will gain more exposure. A single “retweet” from a credible opinion leader or someone with simply a lot of followers, is easy and effective exposure for this campaign. Additionally, we want our Facebook page to be easily accessible and simply provide all the information necessary to our audiences. This will include details on the interactive video campaign, details on the “My Adventure. My New Mexico” truck and hot air balloon on the road and any important happenings in New Mexico. The Twitter page will be streamed through the Facebook page so that all Twitter status updates will be posted to Facebook as well. Someone within the campaign should be dedicated to social media to ensure it is constantly updated and consistently reaching out to target audiences, encouraging them to share with us and others what New Mexico is to them.

Want to make your friends jealous? Enter our competition to be in our next commercial www.mynewmexico.com

Had a great time at the Albuquerque Balloon Festival. What was yoru favorite hot air balloon?

Campaign Plan

26

Campaign Plan3.My Adventure, My New Mexico Billboards

To foster the pride residents feel for the state of New Mexico, and to gain attention from external audi-ences, we will create “My Adventure. My New Mexico” billboards to be placed in New Mexico, Texas, Arizona and Colorado. To take the billboards one step further, we decided to make them interactive by featuring a billboard gal-lery on the campaign website that has a picture of each billboard and their location in the state of New Mexico. Under each location, participants can upload a picture they’ve taken either with or of that particular billboard. The first that uploads a picture of every billboard will win a ride on the “My New Mexico” hot air balloon.

In-state Billboards Our in-state billboards will be follow the same “define New Mexico” format that we have used throughout the cam-paign. The idea for the billboard is to provide anyone passing the billboard with the opportunity to see straight through it to the beautiful scenery of New Mexico. This will allow those passing to see what is “their New Mexico,” fostering the pride residents feel for the state. The billboards will feature our message, “My Adventure. My New Mexico” along with the campaign website. The cut out sections that can be seen through will be framed with a Polaroid. These billboards will be placed throughout New Mexico in scenic areas and around large cities, in hopes to strengthen the relationship residents have with the state. Out-of-state Billboards

Our out-of-state billboards will be placed in specific cities in our target states. These cities will include Phoenix, Colorado Springs, Den-ver, Austin, Houston and Dallas. They will feature the same format of the in-state billboards, showing the message “My Adventure. My New Mexi-co” and the website address. However, instead of a cut out Polaroid, these will feature pictures in the Polaroids of the different adventures avail-able in New Mexico. These pictures will be rotated seasonally, showing the different events that are available during the different seasons. For example, hiking and camping would be featured in the summer, while skiing and spa pictures would be shown in the winter. With these out-of-

state billboards, we hope to increase the awareness of what New Mexico has to offer, thus changing indifferent opinions of the state.

27

TimelineJanuary February March April May June July August September October November December

Interactive Campaign

Billboard

Hot Air Balloon

Professional TV Ads

User Created TV Ads

Interactive Campaign Our Interactive Video Campaign will last throughout the entirety of the year to keep buzz and excite-ment alive. Even though we will not always be picking winners we want consumers to continue uploading and sharing their stories.

Hot Air Balloon This initiative will begin around May. There is not a set schedule for this tactic since it will depend on who the winners are, where they live and when we can get to their city. We will have sporadic winners between May and December to keep people excited and looking forward to where we will be next. We will en-sure that our arrival will not compete with any other large events so that we get as much publicity as possible.

Billboards We will run billboards throughout the year in our target states and cities. This will keep people aware of our campaign by reaching new drivers.

Professional TV Ads Since we will not have large amounts of user-generated content at the beginning of the campaign, we will film our own commercial, which will run until May. This will give us the chance to raise awareness about the campaign as well as provide a basic guideline to viewers as to what we are looking for to put in future commercials.

User Created TV Ads The ads that use actual consumer videos will begin running in May and run throughout the remainder of the year.

28

BudgetCostsRental of 14-foot GMC truck Gas

Customizing “My Adventure. My My New Mexico” truck and hot air balloon Pilot Fuel

Campaign website upkeep

First commercial Production costs Actors

Production costs for user content commercials

In-state Billboards

Out-of-state Billboards

Videos from participants - No Cost

Facebook - No Cost

Twitter - No Cost

29

Evaluation of the objectives will be conducted using the campaign website. In order to evaluate the campaign, we want to measure the overall campaign objectives.

Objective 1 Evaluation To measure the increased awareness, short surveys will need to be completed before accessing the campaign website. These surveys will run begin in conjunctin with the first commercial advertisement at the beginning of the campaign, and will appear on the website until the user generated commercial has been cre-ated. In the survey, the respondent will be asked to provide their e-mail and their level of knowledge of New Mexico on a one to seven scale. At the conclusion of the campaign, the same survey will be e-mailed out to the respondents, again asking their level of knowledge of New Mexico on the one to seven scale. This technique will measure the change in awareness about what New Mexico has to offer.

Objective 2 and 3 Evaluation In order to measure tourism, the uploaded videos will have a four question survey attached asking participants their name and e-mail, where they are from, in what parts of New Mexico they traveled and how many people they traveled with. This survey will show us where tourism took place and the size of the party. Also, the campaign website’s billboard tab for participants to upload pictures with in-state billboards will show travel within the state. The pictures will all the different locations will show where travel took place in the state. These evaluation techniques are the most effective and logical way to measure awareness and tour-ism in the state of New Mexico.

Evaluation

30

Source List 1. New Mexico Tourism Department. 23 Oct. 2011. Web. <http://Newmexico.org>. 2. Oswald, Mark. “New Mexico Magazine to Hire 3.” ABQJournal Online. 30 Sept. 2011. Web. <http:// www.abqjournal.com/main/2011/09/30/north/new-mexico-magazine-to-hire-3.html>. 3 “State Personnel Board Votes to Layoff 27 State Workers | KOB.com.” KOB Eyewitness News 4, Albuquer que News, New Mexico News, Local News, Breaking News | KOB.com.Web. 20 Sept. 2011. <http:// www.kob.com/article/stories/S2293285.shtml> 4. Simonich, Milan. “Tourism Merger Questioned.” Alamogordonews.com. Alamogordo Daily News, Web. 3 Nov. 2011.<http://www.alamogordonews.com/alamogordo-news/ci_19261255?source=rss>. 5. Simonich, Milan. “Tourism Merger Questioned.” Alamogordonews.com. Alamogordo Daily News, Web. 3 Nov. 2011.<http://www.alamogordonews.com/alamogordo-news/ci_19261255?source=rss>. 6. Simonich, Milan. “Tourism Merger Questioned.” Alamogordonews.com. Alamogordo Daily News, Web. 3 Nov. 2011.<http://www.alamogordonews.com/alamogordo-news/ci_19261255?source=rss>. 7. Watson, Mac. “ABQjournal.com: Albuquerque Journal Login Page.” ABQJournal Online. Tourism, Culture Deserve Separation. Web. 18 Sept. 2011.<http://www.abqjournal.com/main/2011/09/18/north/ tourism-culture-deserve-separation.html>. 8. “New Mexico Tourism Department Travel Research Documents.” New Mexico Tourism Department. Web. <http://www.newmexico.org/department/research/research_documents.php>. 9. Schwartz, Gadi. “Dept. of Tourism Works to Create New Brand on Flat Budget | KOB.com.” KOB Eyewit ness News 4, Albuquerque News, New Mexico News, Local News, Breaking News | KOB.com. Web. 18 Oct.2011.<http://www.kob.com/article/stories/S2334683.shtml?cat=504>. 10. Schwartz, Gadi. “Dept. of Tourism Works to Create New Brand on Flat Budget | KOB.com.” KOB Eyewit ness News 4, Albuquerque News, New Mexico News, Local News, Breaking News | KOB.com. Web.18 Oct. 2011. <http://www.kob.com/article/stories/S2334683.shtml?cat=504>. 11. Schwartz, Gadi. “Dept. of Tourism Works to Create New Brand on Flat Budget | KOB.com.” KOB Eyewit ness News 4, Albuquerque News, New Mexico News, Local News, Breaking News | KOB.com. Web. 18 Oct. 2011. <http://www.kob.com/article/stories/S2334683.shtml?cat=504>. 12. “State Tourism Secretary Launches Search for New Ad, PR Agencies.” ABQJournal Online. Web. 17 Aug. 2011. <http://www.abqjournal.com/main/2011/08/17/abqnewsseeker/state-tourism-secretary-launches- search-for-new-ad-pr-agencies.html>. 13. “New Mexico Fact Sheet.” USDA Economic Research Service - Home Page. Web. 23 Oct. 2011. <http:// www.ers.usda.gov/statefacts/NM.htm>. 14. “New Mexico Fact Sheet.” USDA Economic Research Service - Home Page. Web. 23 Oct. 2011. <http:// www.ers.usda.gov/statefacts/NM.htm>. 15. “New Mexico Fact Sheet.” USDA Economic Research Service - Home Page. Web. 23 Oct. 2011. <http:// www.ers.usda.gov/statefacts/NM.htm>. 16. “New Mexico Fact Sheet.” USDA Economic Research Service - Home Page. Web. 23 Oct. 2011. <http:// www.ers.usda.gov/statefacts/NM.htm>. 17. “New Mexico Fact Sheet.” USDA Economic Research Service - Home Page. Web. 23 Oct. 2011. <http:// www.ers.usda.gov/statefacts/NM.htm>.

31

Source List 18. “New Mexico Fact Sheet.” USDA Economic Research Service - Home Page. 23 Oct. 2011. <http://www.ers. usda.gov/statefacts/NM.htm>. 19. “New Mexico Fact Sheet.” USDA Economic Research Service - Home Page. 23 Oct. 2011. <http://www.ers. usda.gov/statefacts/NM.htm>. 20. Riley, Jason. “New Mexico Had a Perception Problem.” Account Planning Awards | Competition Sponsored by Miami Ad School and AAAA. M&C Saatchi, 2008. 23 Oct. 2011. <http://www.accountplanninga wards.com/>. 21. “New Mexico QuickFacts from the US Census Bureau.” State and County QuickFacts. U.S. Census Bu reau. 23 Oct. 2011. <http://quickfacts.census.gov/qfd/states/35000.html>.22. “New Mexico QuickFacts from the US Census Bureau.” State and County QuickFacts. U.S. Census Bureau. 23 Oct. 2011. <http://quickfacts.census.gov/qfd/states/35000.html>. 23. “New Mexico: History, Geography, Population, and State Facts — Infoplease.com.”Infoplease: Encyclope dia, Almanac, Atlas, Biographies, Dictionary, Thesaurus. Free Online Reference, Research & Homework Help. — Infoplease.com. 23 Oct. 2011. <http://www.infoplease.com/ipa/A0108250.html>. 24. “New Mexico: History, Geography, Population, and State Facts — Infoplease.com.”Infoplease: Encyclope dia, Almanac, Atlas, Biographies, Dictionary, Thesaurus. Free Online Reference, Research & Homework Help. — Infoplease.com. 23 Oct. 2011. <http://www.infoplease.com/ipa/A0108250.html>. 25. “Oil and Natural Gas.” Www.nmlegis.gov. 4 Oct. 2011. <http://www.nmlegis.gov/lcs/lfc/lfcdocs/finance%20 facts%20oil%20and%20gas.pdf>. 26. “New Mexico: History, Geography, Population, and State Facts — Infoplease.com.”Infoplease: Encyclope dia, Almanac, Atlas, Biographies, Dictionary, Thesaurus. Free Online Reference, Research & Homework Help. — Infoplease.com. 23 Oct. 2011. <http://www.infoplease.com/ipa/A0108250.html>. 27. “New Mexico Tourism Department Travel Research Documents.” New Mexico Tourism Department. Web. <http://www.newmexico.org/department/research/research_documents.php>. 28. “New Mexico Tourism Department Travel Research Documents.” New Mexico Tourism Department. Web. <http://www.newmexico.org/department/research/research_documents.php>. 29. “In Depth in New Mexico at Frommer’s.” Frommer’s Travel Guides: The Best Trips Start Here! Web. <http://www.frommers.com/destinations/newmexico/0234010012.html>. 30. Ernst & Young. “Economic and Fiscal Impacts of the New Mexico Film Production Tax Credit.” New Mexico Film. Jan. 2009. Web. <http://nmfilm.com>.31. Jacobs, Julie. “10 Best Cities To Live, Work & Make Movies in 2010 | MovieMaker Magazine.” Movie Maker Magazine. 18 Jan. 2010. Web. <http://www.moviemaker.com/locations/article/10_best_cities_to_ live_work_make_movies_in_2010_20100119/>. 32. “Governor Bill Richardson and Marvel Studios Announce Largest Movie Production in New Mexico His tory.” New Mexico Film. 2010. Web. <http://nmfilm.com/article.php?id=1644>. 33. “Governor Bill Richardson and Marvel Studios Announce Largest Movie Production in New Mexico His tory.” New Mexico Film. 2010. Web. <http://nmfilm.com/article.php?id=1644>. 34. Governor Bill Richardson and Marvel Studios Announce Largest Movie Production in New Mexico His tory.” New Mexico Film. 2010. Web. <http://nmfilm.com/article.php?id=1644>.

32

35. Governor Bill Richardson and Marvel Studios Announce Largest Movie Production in New Mexico His tory.” New Mexico Film. 2010. Web. <http://nmfilm.com/article.php?id=1644>. 36. “New Mexico Art Tells New Mexico History.” New Mexico Museum of Art | Santa Fe. Web. <http://nmart museum.org/online/nmhistory/growing-new-mexico/tourism.html>. 37. New Mexico Tourism Department. Web. 23 Oct. 2011. <http://Newmexico.org>. 38. “Indian Market.” Santa Fe New Mexico Visitors Information. Web. <http://www.santafenm.info/indian. htm>. 39. New Mexico Tourism Department. Web. 23 Oct. 2011. <http://Newmexico.org>.40. “Best Food & Wine Destinations in the United States - Travelers’ Choice Awards - TripAdvisor.” Trip Advisor. Web. <http://www.tripadvisor.com/TravelersChoice-Food>. 41. New Mexico Tourism Department. Web. 23 Oct. 2011. <http://Newmexico.org>. 42. Nevins, Bill. “Beer Boom.” Local IQ. 15 Sept. 2011. Web. <http://www.local-iq.com/index. php?option=com_content&task=view&id=2140&Itemid=52>.43. “The Albuquerque International Balloon Fiesta - Guest Guide.” The Albuquerque International Balloon Fi esta - Welcome to the Albuquerque International Balloon Fiesta. Web. 21 Oct. 2011. <http://www.bal loonfiesta.com/guest-guide>.44. Williamson, Richard. “NM Mission: Bring Tourists ‘Full Circle.’” Adweek. 1 June 2005. 45. Williamson, Richard. “NM Mission: Bring Tourists ‘Full Circle.’” Adweek. 1 June 2005. 15 October 2011.46. Williamson, Richard. “NM Mission: Bring Tourists ‘Full Circle.’” Adweek. 1 June 2005. 47. Tenant, Tim. “New Mexico Tourism Department Promotion.” Friends of Cumbres and Toltec Scenic Rail road. 3 May 2010. Web. 20 Oct. 2011. <http://www.cumbrestoltec.org/news/32-new-mexico-tourism- department-promotion.html>.48. Tenant, Tim. “New Mexico Tourism Department Promotion.” Friends of Cumbres and Toltec Scenic Rail road. 3 May 2010. Web. 20 Oct. 2011. <http://www.cumbrestoltec.org/news/32-new-mexico-tourism- department-promotion.html>.49. Tenant, Tim. “New Mexico Tourism Department Promotion.” Friends of Cumbres and Toltec Scenic Rail road. 3 May 2010. Web. 20 Oct. 2011. <http://www.cumbrestoltec.org/news/32-new-mexico-tourism- department-promotion.html>.50. Tenant, Tim. “New Mexico Tourism Department Promotion.” Friends of Cumbres and Toltec Scenic Rail road. 3 May 2010. Web. 20 Oct. 2011. <http://www.cumbrestoltec.org/news/32-new-mexico-tourism- department-promotion.html51. “New Mexico Tourisn Department ‘Day of Enchantment’ Ad Campaign Wins Hospitality & Marketing ‘Best of Show,’ Platinum Adrian Awards.” Albuquerque Convention & Visitors Bureau. 5 December 2011. <http://www.itsatrip.org/media/press-releases.>52. Silva, Carlos. “’Cat the Kid’ reaches Silver City.” Silver City Sun-News. 13 September 2011. 53. “Catch the Kid Lassoed Some Tourism Dollars - New Mexico Business Weekly.” Business News - The Business Journals. 23 Sept. 2011. Web. 23 Oct. 2011. <http://www.bizjournals.com/albuquerque/print- edition/2011/09/23/catch-the-kid-lassoed-some-tourism.html?page=all>.54. “Catch the Kid Lassoed Some Tourism Dollars - New Mexico Business Weekly.” Business News - The

Source List

33

Source List Business Journals. 23 Sept. 2011. Web. 23 Oct. 2011. <http://www.bizjournals.com/albuquerque/print- edition/2011/09/23/catch-the-kid-lassoed-some-tourism.html?page=all>.55. Stockberger, Brook. “’Stay Sunny’: CVB Alters Marketing Campaign to Attract Visitors.” Las Cruces Sun- News. 28 Aug. 2001. Web. 13 Oct. 2011.56. Stockberger, Brook. “’Stay Sunny’: CVB Alters Marketing Campaign to Attract Visitors.” Las Cruces Sun- News. 28 Aug. 2001. Web. 13 Oct. 2011.57. Van Buren, Matthew. “’TAOSMOSIS’ MARKETING THEME, MEDIA STRATEGY FOR TOWN UN VEILED.” The Taos News. 21 July 2001, News sec.: A-9.58. Van Buren, Matthew. “’TAOSMOSIS’ MARKETING THEME, MEDIA STRATEGY FOR TOWN UN VEILED.” The Taos News. 21 July 2001, News sec.: A-9.59. Clausing, Jeri. “New Tourism Secretary Takes Business Approach.” The AP State and Local Wire 26 June 2011, Business News sec. LexisNexis Academic. Web. 15 Oct. 2011.60. Bryan, Susan M. “Wildfire Changes Landscape at National Park in NM.” Wildfire Changes Landscape at National Park in NM. Associated Press Online, 17 June 2011. Web. 14 Oct. 2011.61. Reese, April. “Wildfire: Buried in Wildfire Ash, a N.M. Monument Awakens to New Threat: Flash Floods -- 08/04/2011 -- Www.eenews.net.” E&E Publishing -- The Premier Information Source for Profession als Who Track Environmental and Energy Policy. 4 Aug. 2011. Web. 23 Oct. 2011. <http://www.eenews. net/public/Landletter/2011/08/04/1>.62. Hopper, Jessica. “FBI Search New Mexico Lake for ‘Toy Box’ Killer’s 40 Victims.”Www.abcnews.go.com. 11 Oct. 2011. Web. 13 Oct. 2011. <http://abcnews.go.com/blogs/headlines/2011/10/fbi-search- new-mexico-lake-for-toy-box-killers-40-victims/>.63. Ashley Meeks. “Authorities Search near Elephant Butte for Possible Remains of Ray Victim - Las Cruces Sun-News.” Home - Las Cruces Sun-News. 12 Oct. 2011. Web. 13 Oct. 2011. <http://www.lcsun-news. com/ci_19094084>.64. Kraft, Scott. “Mexico’s Drug War: Border Drug War Is Too Close for Comfort - Latimes.com.” Los Ange les Times - California, National and World News - Latimes.com. 19 Feb. 2009. Web. 6 Oct. 2011. <http://www.latimes.com/news/nationworld/nation/la-na-bordertown19-2009feb19,0,7443711.story>.\65. New Mexico Tourism Department Quarterly Report. Rep. New Mexico Tourism Department, April 2011. Web. 11 Oct. 2011. <http://www.newmexico.org/department/research/docs/3QFY11%20Quarterly%20 Report%20Final.pdf>.66. “Poverty Rates Rose In Most U.S. States, Cities: Census.” Breaking News and Opinion on The Huffington Post. 20 Oct. 2011. Web. 21 Oct. 2011. <http://www.huffingtonpost.com/2011/10/20/poverty-rates-rise -in-mos_n_1022927.html>.67. New Mexico Tourism Department Quarterly Report. Rep. New Mexico Tourism Department, April 2011. Web. 11 Oct. 2011. <http://www.newmexico.org/department/research/docs/3QFY11%20Quarterly%20 Report%20Final.pdf>.68. Riley, Jason. “New Mexico Had a Perception Problem.” Account Planning Awards. Web. <accountplannin gawards.com>.69. Riley, Jason. “New Mexico Had a Perception Problem.” Account Planning Awards. Web. <accountplannin

34

gawards.com>.70. Clausing, Jeri. “New Tourism Secretary Takes Business Approach.” Associated Press State & Local Wire [Albuquerque] 26 June 2011, Business News sec. Print.71. Schwartz, Gadi. “Dept. of Tourism Works to Create New Brand on Flat Budget | KOB.com.” KOB Eyewit ness News 4, Albuquerque News, New Mexico News, Local News, Breaking News | KOB.com. 18 Oct. 2011. Web. <http://www.kob.com/article/stories/S2334683.shtml?cat=504>.72. Schwartz, Gadi. “Dept. of Tourism Works to Create New Brand on Flat Budget | KOB.com.” KOB Eyewit ness News 4, Albuquerque News, New Mexico News, Local News, Breaking News | KOB.com. 18 Oct. 2011. Web. <http://www.kob.com/article/stories/S2334683.shtml?cat=504>.73. Schwartz, Gadi. “Dept. of Tourism Works to Create New Brand on Flat Budget | KOB.com.” KOB Eyewit ness News 4, Albuquerque News, New Mexico News, Local News, Breaking News | KOB.com. 18 Oct. 2011. Web. <http://www.kob.com/article/stories/S2334683.shtml?cat=504>.74. Schwartz, Gadi. “Dept. of Tourism Works to Create New Brand on Flat Budget | KOB.com.” KOB Eyewit ness News 4, Albuquerque News, New Mexico News, Local News, Breaking News | KOB.com. 18 Oct. 2011. Web. <http://www.kob.com/article/stories/S2334683.shtml?cat=5

Source List

35

AppendixA.

C.

B.

36

D.

F.

E.

Appendix

37

AppendixG.

H.

38

I. FOR IMMEDIATE RELEASE Stephanie Lasseigne, PR Manager 337-772-9755 slasse3@gmail.com

My Adventure, My New Mexico

New Mexico. – November 25, 2011 – New Mexico is launching their new tourism campaign “My Ad-venture, My New Mexico,” which will give anyone a chance to be featured in a New Mexico commercial. The campaign will focus on letting those who live in New Mexico or have visited the state show the adventures they have in New Mexico. Participants will have the chance to upload videos of their adventures, with the chance of being chosen to be featured in a New Mexico commercial. Jennifer Ireland, one of the minds behind this new campaign, explained the reasoning for this video campaign, stating “In our research, we found that one of our biggest problems was that no one knew what to do in New Mexico. Instead of throwing information at them, we want the people who know and love the state to take a part in letting the rest of America see what they love. We thought the best way to do this was to let them upload their own videos, with a chance to be in our commercials.” Participants who want to upload videos can do so easily. The New Mexico Facebook page as well as the campaign website, www.mynewmexico.com, both have easy uploading access. Ireland said the only requirement is that the videos are no more than three minutes and feature the phrase, “My ad-venture, My New Mexico,” somewhere within it.

###

Appendix