Tourism Department cites success as reason to double budget

New Mexico Tourism Secretary Monique Jacobson said a study showing the state's "New Mexico True" advertising campaign has proven its value and provided a reason to add more money to her budget.
'What this shows is that the tourism department is bringing in money, not just spending it,' Jacobson told Albuquerque Business First.

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A report by Longwoods International measuring the effectiveness of the $1.2 million 'New Mexico True' campaign showed that it brought in $3 for every $1 spent, Jacobson said.

The survey measured the impact of print, television, digital and outdoor advertising in the West Texas, Colorado Springs, and Tucson markets.

Jacobson said she will ask for a $2.5 million increase in her department's budget this year, with the money specifically targeted to continue the advertising campaign. Jacobson said she is thinking of expanding advertising into the Los Angeles, Chicago and New York markets.

'I'm proud that we are able to show all that New Mexico has to offer to an even greater number of visitors and tourists,' said Gov. Susana Martinez in a statement. 'The tourism industry is part of the backbone of New Mexico's economy. When it thrives, our state thrives. Our efforts to share New Mexico's treasures with the rest of the country and the world are paying off.'