A RECENT STUDY SHOWS A STATE AD CAMPAIGN LAUNCHED LAST APRIL IS A SUCCESS. A NATIONAL RESEARCH FIRM FOUND THE "NEW MEXICO TRUE" CAMPAIGN BROUGHT BACK 3-POINT-6 MILLION DOLLARS IN STATE AND LOCAL TAXES ... PRODUCED 264-THOUSAND EXTRA TRIPS ... AND OVER 35 MILLION DOLLARS IN ADDITIONAL VISITOR SPENDING. THE STATE TOURISM DEPARTMENT SAYS THAT BROUGHT TAXPAYERS 3 DOLLARS FOR EVERY DOLLAR SPENT ON THE 1-POINT-2 MILLION DOLLAR CAMPAIGN.

 

TOURISM SECRETARY MONIQUE JACOBSON PLANS TO USE THE STUDY TO SUPPORT HER REQUEST THAT LEGISLATORS DOUBLE HER ADVERTISING BUDGET TO 5 MILLION DOLLARS SO THE CAMPAIGN CAN BE EXPANDED BEYOND THE REGIONAL DRIVE MARKET TO LOS ANGELES, CHICAGO, AND POSSIBLY NEW YORK.