New Mexico sunset  © ereaney
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To combat a drop in tourism over the last three years, state officials in New Mexico are launching a $2.5 million rebranding campaign.
State officials found dire results when polling focus groups around the U.S. about their perceptions on the state.
The same depressing descriptions kept cropping up: “Arid.” “Barren.” “Dull.” As a model, the state is looking north to Colorado, which routinely gets praised in focus groups as “majestic,” “glorious” and “heavenly.”
More details on the rebranding efforts can be found here.