New Mexico wants to lure the growing Mexican middle-class across the border to shop.
The Albuquerque Journal reports that the state and some of its communities are launching an advertising campaign to capitalize on a rule change that the U.S. Government made in July.
The change doubles the distance that Mexicans with high-tech border crossing cards may travel into New Mexico without requesting an additional permit. It also increases the maximum time to one month from 72 hours.
New Mexico's campaign includes newspaper ads, fliers distributed on cars at ports of entry, billboards, a Spanish-language website and a smartphone campaign.
Phillip San Filippo of the Las Cruces Convention and Visitors Bureau says the southern New Mexico city hopes to encourage visitors to travel past El Paso, Texas.
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