The state has revealed its new ad campaign to attract tourists.
From the Associated Press:
Tourism Secretary Monique Jacobson hopes to change some of the negative perceptions of New Mexico 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 the Petroglyph National Monument outside of Albuquerque, hanging out in hot springs and eating and shopping in Santa Fe and Taos.
Last month, the casting company posted a call for Caucasian or "light-skinned Hispanic" actors on Facebook. The Santa Fe New Mexican posted an editorial critical of the language.