{"id":35063,"date":"2012-01-10T09:38:59","date_gmt":"2012-01-10T16:38:59","guid":{"rendered":"http:\/\/www.nmpolitics.net\/index\/?p=35063"},"modified":"2012-01-10T09:39:05","modified_gmt":"2012-01-10T16:39:05","slug":"nm-known-as-%e2%80%98dull%e2%80%99-%e2%80%98close-to-arizona%e2%80%99","status":"publish","type":"post","link":"https:\/\/nmpolitics.net\/index\/2012\/01\/nm-known-as-%e2%80%98dull%e2%80%99-%e2%80%98close-to-arizona%e2%80%99\/","title":{"rendered":"NM known as \u2018dull,\u2019 \u2018close to Arizona\u2019"},"content":{"rendered":"<div id=\"attachment_28683\"  class=\"wp-caption module image alignright\" style=\"max-width: 270px;\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-28683 \" title=\"Organ Mountains\" src=\"http:\/\/www.nmpolitics.net\/index\/wp-content\/uploads\/2011\/04\/Organ-Mountains1.jpeg\" alt=\"\" width=\"270\" height=\"216\" \/><\/a><p class=\"wp-caption-text\">The Organ Mountains (Photo by Heath Haussamen)<\/p><\/div>\n<p>New Mexico, the so-called Land of Enchantment, has a branding problem, the Wall Street Journal is reporting.<\/p>\n<p>From <a href=\"http:\/\/online.wsj.com\/article_email\/SB10001424052970204257504577150570289294592-lMyQjAxMTAyMDEwMDExNDAyWj.html?mod=wsj_share_email\" target=\"_blank\">today\u2019s article<\/a>:<\/p>\n<blockquote><p>\u201cNew Mexico calls itself the Land of Enchantment. But the spell isn\u2019t working all that well.<\/p>\n<p>\u201cOvernight tourist trips in New Mexico have dropped by nearly 10% in the past three years, and spending on everything from souvenir magnets to turquoise jewelry fell by hundreds of millions of dollars.<\/p>\n<p>\u201cWhen state tourism officials convened focus groups in Chicago, Houston and Los Angeles to ask prospective travelers about their perceptions of New Mexico, the same depressing descriptions kept cropping up: \u2018Arid.\u2019 \u2018Barren.\u2019 \u2018Dull.\u2019<\/p>\n<p>\u201cAlso: \u2018Close to Arizona.\u2019\u201d<\/p><\/blockquote>\n<p>Oops.<\/p>\n<p>What\u2019s New Mexico going to do about it? From the article:<!--more--><\/p>\n<blockquote><p>\u201cSo state officials are launching a $2.5 million effort to rebrand New Mexico as a place of charm and character, adventure, excitement \u2014 and really good green chili cheeseburgers. As a model, the state is looking north to Colorado, which routinely gets praised in focus groups as \u2018majestic,\u2019 \u2018glorious\u2019 and \u2018heavenly.\u2019<\/p>\n<p>\u201cBut rebranding a state can be a risky proposition. New Jersey hired a consultant a few years ago to come up with a new tourism slogan. The result? \u2018New Jersey: We\u2019ll Win You Over.\u2019 That may have been an improvement over its 1970s tagline, \u2018New Jersey\u2019s Got It,\u2019 which inspired innumerable jokes about venereal disease. But state officials thought \u2018We\u2019ll Win You Over\u2019 sounded defensive and spiked the campaign.<\/p>\n<p>\u201cNew Mexico, too, has had some marketing misfires. One recent come-hither campaign played off conspiracy theories about UFO landings in Roswell, N.M., and featured bug-eyed green aliens. The state\u2019s Rose Parade float in 2008 featured the creatures.\u201d<\/p><\/blockquote>\n<p>One obvious problem: The Wall Street Journal, in an article about New Mexico\u2019s green chile, spelled it \u201cchili.\u201d<\/p>\n<p>Read the rest of the article <a href=\"http:\/\/online.wsj.com\/article_email\/SB10001424052970204257504577150570289294592-lMyQjAxMTAyMDEwMDExNDAyWj.html?mod=wsj_share_email\" target=\"_blank\">here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>New Mexico, the so-called Land of Enchantment, has a branding problem, the Wall Street Journal is reporting.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[107,245],"class_list":["post-35063","post","type-post","status-publish","format-standard","hentry","category-news-and-analysis","tag-roundhouse","tag-tourism"],"_links":{"self":[{"href":"https:\/\/nmpolitics.net\/index\/wp-json\/wp\/v2\/posts\/35063","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/nmpolitics.net\/index\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/nmpolitics.net\/index\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/nmpolitics.net\/index\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/nmpolitics.net\/index\/wp-json\/wp\/v2\/comments?post=35063"}],"version-history":[{"count":0,"href":"https:\/\/nmpolitics.net\/index\/wp-json\/wp\/v2\/posts\/35063\/revisions"}],"wp:attachment":[{"href":"https:\/\/nmpolitics.net\/index\/wp-json\/wp\/v2\/media?parent=35063"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/nmpolitics.net\/index\/wp-json\/wp\/v2\/categories?post=35063"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/nmpolitics.net\/index\/wp-json\/wp\/v2\/tags?post=35063"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}