New Mexico tourist campaign tests West
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No Comments [ Add Comment ]By Mark Evans
The Associated Press
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strong>Ugly aliens compete with Utah and other states' higher budgets
ALBUQUERQUE, N.M. -- For a place that bills itself as "The Land of Enchantment," a recent effort to tinker with New Mexico's image is stirring up lots of angst.
For weeks now, a contentious debate has raged among tourism officials here over a new state-financed advertising campaign aimed at attracting vacationers. Instead of highlighting New Mexico's picturesque desert landscapes, art galleries or centuries-old culture, the ads feature drooling, grotesque office workers from outer space chatting about their personal lives.
To some, the 30-second TV spots -- which lead in roundabout fashion to the tag line that New Mexico may be "the best place in the Universe" -- are provocative, funny and bold.
But to increasingly vocal critics, the ad campaign is strategically clumsy and a possible threat to the well-being of the state's $5.1 billion tourism industry. In other words, while the ads may yield a chuckle or two, the joke is on New Mexico.
Among the critics' main targets is the appearance of the less-than-cuddly, reptilian spacemen, who they claim are more apt to baffle or frighten away a tourist than reel one in.
"New Mexico has a lot to offer -- we don't need to bring our standards down," said Ken Mompellier, head of the convention and visitors bureau in Las Cruces, the state's fast-growing second-largest city, which has refused to use the alien ads to bolster its own local tourism pitches, as it normally would.
"My first question would be: What does this campaign show of the things that we are known for?" Mompellier asked. "I look at this campaign and I don't see the fit. And the things I'm hearing from people, some of it is very negative."
Dale Lockett, president of the state's largest convention and visitors bureau, in Albuquerque, addressed the issue at a statewide conference last month.
At a keynote luncheon, Lockett told the creators of the ads, Santa Monica, Calif.-based M&C Saatchi, that their handiwork, while innovative, appeals to the wrong audience. Why, Lockett wondered, was the state targeting its centerpiece ad campaign to a younger crowd at the precise moment when the bulk of baby boomers nationwide are reaching the age when they have time and money to travel?
Rival neighboring states like Utah (with its "Life Elevated" campaign) and Colorado ("Let's Talk Colorado"), for example, make far more direct appeals to the older, richer baby boomers in their tourism campaigns.
Creators and supporters of the campaign, which includes magazine print ads as well as the TV spots, got a boost last week when they learned the ads had won an Adrian Award honoring excellence in advertising and marketing.
The ads are the "envy of other tourism departments," said Stephen McCall, group account director for M&C Saatchi, referring to the honor.
Defending the oddity of the campaign, McCall noted that New Mexico has unique challenges in competing in the hyper-competitive tourism market. New Mexico's main rivals -- Arizona, in addition to Utah and Colorado -- all have their own charms and significantly more funding from their state legislatures; the ad budgets of each of those states ranks in the top 10 nationally while New Mexico's budget ($2.9 million this fiscal year) lingers in the lower third.
"The thinking is that you can have advertising that looks like the competition, but only if you can outspend them. We can't do that," said Martin Leger, the state Department of Tourism's advertising manager, who has worked closely with M&C Saatchi on the campaign.
Jonah Bloom, editor of Advertising Age, an industry magazine based in New York, said he sympathized with a state trying to get as big a bang as possible from a relatively tiny ad budget.
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