Skift Take
Judging the success of an ad campaign is difficult, especially when you rely on a company that tends to see results through rose-colored lenses.
The New Mexico Tourism Department is asking the Legislature to double its budget for advertising. If lawmakers agree, the department would have $2.5 million more to spend on convincing people to visit the state -- a total of $5 million.
Currently, the governor is recommending the full increase, while the Legislative Finance Committee budget holds the increase to $1.5 million.
Department Secretary Monique Jacobson said doubling the ad budget would allow the Tourism Department to carry its "New Mexico True" marketing campaign to Chicago and California (probably San Diego), and launch a more robust promotion of the state's fall and winter attractions.
With only an additional $1.5 million, she said, the marketing will be more modest. The state will only be able to go into Chicago and start a fall/winter campaign.
In a presentation to the Legislature on Friday, Jacobson touted the department's success so far and its effect on the state's bottom line.
The hearing drew many representatives from the tourism community who support New Mexico True. Former Gov. Toney Anaya, speaking on behalf of New Mexico First, a group that works to inspire "positive legislative action," said the organization favored increasing the advertising budget because "it's good for New Mexico," and "tourism is definitely one of the principle revenue generators in this state."
David Hayduk, president and CEO of Hayduk-King, a Santa Fe advertising agency that works with the department, said, "We urge you to support the $2.5 million [increase] and be ready to realize the rewards."
Members of the House Appropriations and Finance Committee were generally supportive of the latest tourism initiatives, but the hearing ended with agreement on a motion calling for further analysis by the Legislative Finance Committee.
The message Jacobson got was, "We have to keep working a
