Earlier this month, the Wall Street Journal ran a story about New Mexico's $2.5 million effort to rebrand the state "as a place of charm and character, adventure, excitement -- and really good green chili cheeseburgers." It seems that the Land of Enchantment isn't perceived as very enchanting; focus groups described it as "dull," "barren" and "close to Arizona," while Colorado was called "majestic." Al White, the former state senator-turned-director of the Colorado Tourism Office, couldn't help but respond.
White wrote a letter to the editor, and the WSJ published it.
If you like this story, consider signing up for our email newsletters.
SHOW ME HOW
You have successfully signed up for your selected newsletter(s) - please keep an eye on your mailbox, we're movin' in!
"The 'Land of Enchantment' Needs a Lift," about New Mexico's rebranding says that the state is looking to Colorado, which "routinely gets praised in focus groups," as a model. So how about this for a theme: "New Mexico . . . just south of Paradise!" That would have saved New Mexico the $2.5 million it spent on the effort.
Al White Denver
Mr. White is the director of the Colorado Tourism Office.
At yesterday's Tourism Day at the state Capitol, White told a crowd of tourism pros that he hadn't yet heard from his counterpart in New Mexico. He said he had, however, heard from one man who said White's smart-ass response would ensure that he never brings his family to Colorado -- and from another who said just the opposite.
More from our News archive: "Scott Gessler not at fault for flaws in spending report, Secretary of State's office says."