State unveils "New Mexico True" ad campaign

ALBUQUERQUE (KRQE) - After controversies about the public relations contractor and casting the actors for the state's new tourism ads, taxpayers can see what they're getting for their $2 million.

The New Mexico Tourism Department ads are titled "New Mexico True" and were produced by an-out-of-state company in an effort to bring more people to the state this summer.

The ads feature some of New Mexico's landscape, recreation spots, restaurants and cultural offerings.  They began airing Tuesday in Colorado, Texas, and Arizona.

The awarding of the contract to a Texas company was controversial. Many local producers believed it should have been given to a local company.

Tourism Department officials defend the decision.

"This company came to the pitch with this "New Mexico True" and we just believed that it was the true New Mexico, very authentic" spokesperson Veronica Valencia said.

Valencia said the department is very pleased with how the ads came out.

There was also some controversy when one casting call for the commercials sought light-skinned Hispanics or Caucasians . Valencia said that casting call was for the tourists in the ads.

The finished commercials include some dark-skinned Hispanics and Native Americans.

The Tourism Department said they are focusing on airing the campaign in neighboring states because residents there are within driving distance and can make a quick trip here. They will expand the ads to other areas in the fall.