Overnight visits were down and the economy was in a recession. Research revealed people thought New Mexico was a hot, dry, and brown place where there was no water, nothing to do, and it might not even be part of the United States.

The impressions of New Mexico were mostly misperceptions, and the truth aligns perfectly with experiences sought by the “Venturers” travel segment. Our job became to simply tell the state’s truth in the most compelling way possible.

For every $1 of tax revenue spent the campaign returned $3. The speed this 3-to-1 ROI was reached was unprecedented. The state saw the largest boost in awareness and ROI of any that had been measured by Longwoods International.