The New Mexico Tourism Department wants the Legislature to increase its advertising budget from $2.5 million to $5 million.
According to the Santa Fe New Mexican, Department Secretary Monique Jacobson as saying that doubling the ad budget would let the agency to carry its "New Mexico True" marketing campaign to Chicago and California and launch a more robust promotion of the state's fall and winter attractions.
Gov. Susana Martinez is recommending the full increase, while the Legislative Finance Committee budget wants to hold the increase to $1.5 million.
A study by a research firm found that the "New Mexico True" campaign has brought taxpayers $3 for every dollar spent.
The campaign's aim was to create a brand that would help the state compete with tourism destinations like Colorado and Arizona.