SANTA FE, N.M. (AP) — New Mexico this year is celebrating 100 years of statehood. But many people still confuse the Land of Enchantment with its south of the border neighbor. And some think it's nothing but a boring desert wasteland they would only visit on the way to Arizona or Colorado.
Tourism Secretary Monique Jacobson hopes to change some of those perceptions with a new $2 million statewide branding campaign that puts a heavy focus on the state's unique culture and outdoor adventures. It also gives the state a new logo, "New Mexico True."
Among other things, the ads feature people kayaking on the Rio Grande, hiking Chaco Canyon, running through ancient petroglyphs at a national monument just outside of Albuquerque, hanging out in hot springs and eating and shopping in Santa Fe and Taos.
Copyright 2012 The Associated Press.