November 28, 2007
What do you think about New Mexico's new ad campaign?
Some people are calling New Mexico's new tourism ad campaign creative and bold, but there are also a lot of critics out there. The ads have won an Adrian Award.
However, winning awards is not the same as increasing brand awareness and bringing in tourism dollars:
Dale Lockett, president of the state's largest convention and visitors bureau in Albuquerque, addressed the issue in a speech at a statewide conference in October.Take a look at the photos and let us know what you think: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 when baby boomers have time and money to travel?
Magazine ad
Scene from a video ad
The ads are certainly not appealing - to me! The reptilian figures portray ugliness, and do not promote the real scenic beauty of New Mexico. Might be appropriate for a trip to Mars, but really too far out to be cool, in my opinion!
Posted by: Sharon at November 28, 2007 12:27 PMhey... at least they are TRYING to get revenue into the state... we don't even have a budget here for the state.... liberals I tell ya
Posted by: Dave in Michigan at November 28, 2007 3:33 PMSince I don't live in one of their target markets, I haven't seen the commercials. The print ad certainly doesn't entice me to visit New Mexico. I agree with Sharon that showcasing the natural beauty of the state would be more appealing.
Posted by: Jill at November 29, 2007 1:01 AMThumbing through a magazine one would easily pass by an ad with just scenery but catch a glimpse of an alien and it may be enough to make you stop and read the ad or watch the commercial. The alien is there to catch your eye and get you to read or watch further. Then the reader can look at the scenery which is there to entice them to New Mexico. Obviously the aliens are having some of the desired effect since we are talking about New Mexico now.
Posted by: Brad at November 30, 2007 7:41 PM