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Tuesday, November 4, 2014

New Mexico to SF: Quit Watching Breaking Bad and Come Visit Our State

Posted By on Tue, Nov 4, 2014 at 6:50 AM

click to enlarge Coming to a billboard near you... - NEW MEXICO TOURISM DEPARTMENT
  • New Mexico Tourism Department
  • Coming to a billboard near you...
The state of New Mexico would like San Franciscans to know that, no matter what perceptions they've gleaned from popular culture, New Mexico is not a hub for suburban meth cooks and intricate drug cartels.

Nor is it patchwork of desolate rancheros where everyone speaks Spanglish, and every dish oozes with green chiles.

Well, okay, the green chile stereotype might be true. And New Mexico's Tourism Department doesn't mind capitalizing on other familiar features, including the Navajo reservations, the sand dunes, the woven blankets, the steel-toed boots, and the Southwestern hospitality.

But those are only small details in the state's "New Mexico True" tourism campaign, which reportedly lured 32.2 million visitors last year, generating hundreds of millions of dollars. 

Now, New Mexico's tourism department wants to spread its brand to San Francisco, perhaps hoping that residents here are so sick of their own tourists that they'll travel two states east for a reprieve.

According to Albuquerque news station KRQE, department heads will ask lawmakers to pad their advertising budget by $3.5 million in the coming year so they can bring the "New Mexico True" crusade out west. So don't be surprised if these two guitar-strumming brand ambassadors pop up in your targeted ad stream:

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About The Author

Rachel Swan

Rachel Swan

Rachel Swan was a staff writer at SF Weekly from 2013 to 2015. In previous lives she was a music editor, IP hack, and tutor of Cal athletes.

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