Accounts/ Advertising Campaigns: New Mexico Tourism Department, Virginia Lottery Wachovia, Sony
New Mexico is ratcheting-up its efforts to attract tourists with a new campaign developed by M&C Saatchi LA. The campaign’s tagline is anything but understated: “The Best Place in the Universe.” The campaign touches on many of the state’s offerings, such as skiing, its famous caverns and balloon festivals, among other things.
“People that have not visited often either have no idea or the wrong idea about New Mexico,” said Michael Cerletti, Secretary of New Mexico Tourism Department. “We needed a highly creative ad campaign to cut through the clutter of tourism advertising and encourage folks to consider the uniqueness of New Mexico.”
The campaign includes two 30-second TV commercials and four print ads that highlight different sporting options available in New Mexico, like Golf, Mountain Biking, and Fishing. The ads will appear in magazines, coffee sleeves and various out-of-home vehicles.
Hey, you never know...
Ad agency Elevacion has won the Virginia State Lottery account, worth $20 million in annual billings. The account will be coordinated with Oorvis Communications.
The campaign is designed to target the extensive Latino population in Washington, DC. It will also seek to gain brand exposure among Latinos living in Richmond, Newport News, and Norfolk.
Wachovia looks to Rojo…
Wachovia has selected Rojo Hispanic Marketing to head up what Rojo is calling a micro-market strategy. Wachovia is currently battling Bank of America for Hispanic marketshare. B.O.A. has just introduced a program offering credit cards to customers in L.A. without social security numbers, a move that has been blasted by critics as encouraging illegal immigration.
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