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Ad seeks 'light-skinned' Hispanics
Updated: Friday, 16 Mar 2012, 5:46 PM MDT
Published : Friday, 16 Mar 2012, 11:46 AM MDT
SANTA FE (AP) - A New Mexico Tourism Department spokeswoman says a casting call for Caucasian or "light-skinned" Hispanics is for the role of "tourists" who could be coming from any number of states.
Veronica Valencia says non-tourist roles in the ads will feature residents, "who reflect the diversity and richness of New Mexico's culture, history, strength and beauty."
The Santa Fe New Mexican in an editorial Friday called the "light-skinned" requirement "wrong-headed."
The ad, which is being designed as part of a $2 million yearlong effort to attract more out-of-state visitors, was shot in a variety of locations and is scheduled to be unveiled next month.
The Tourism Department had already touched some local nerves by hiring a Texas firm to produce its new branding campaign.
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