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Tourism Department’s ‘Best Place in the Universe’ Advertising Campaign Again Honored by Industry

Fresh on the heels of the announcement that the New Mexico Tourism Department’s “Best Place in the Universe: New Mexico, Earth” advertising campaign had earned the prestigious Platinum Adrian Award as one of the “most ingenious … marketing campaigns in the travel industry,” the campaign has once again been honored by the national advertising industry.

“For 30 years, the Silver Telly Award as has been one of the most sought-after awards in the entertainment industry for its recognition of outstanding work in non-network television commercials and programs,” said Michael Cerletti, Secretary of the Tourism Department. “I am thrilled to announce that we have not been given just one Telly Award, but four of them. This campaign has been very effective for us and the New Mexico tourism industry, and these Telly Awards confirm once again that we are headed in the right direction.”

The two, 30-second television commercials in which office-bound “aliens” deliver the message that New Mexico truly offers the best vacation experience in the universe, won Telly Awards in four categories: Campaign – Promotional / Branding; Travel / Tourism; Use of Humor; and Special Effects.

Less than 10 percent of the nearly 15,000 entries from all 50 states and around the world each year are chosen winners of a Silver Telly,

The advertising campaign was conceived by Tourism Department staff and the Department’s contracted advertising agency, M&C Saatchi. Its tone is funny, lighthearted and witty. Likeable, but severe-looking aliens (designed by Hollywood special-effects legend Stan Winston), are ensconced in day-to-day office situations. Despite their ferocious appearance, their down-to-earth conversation leads us to believe they are more of this world than of another. And of course, also like us, they can’t wait to get back to New Mexico. “With so many phenomenal experiences waiting in New Mexico,” one alien tells the others, “the word is out: It may just be the best place in the universe.”

“This is an incredible independent endorsement for the campaign and our congratulations to the whole team, particularly the New Mexico Tourism Department,” said Stephen McCall, Group Account Director for M&C Saatchi. “It is not only the envy of other tourism departments, but it is also effective in bringing travelers to the State of New Mexico. We obviously could not do it without a great client.”

Founded in 1979, the Telly Awards is the premier award honoring outstanding local, regional, and cable TV commercials and programs, the finest film and video productions, and groundbreaking web commercials, videos and films. Winners represent the best work of the most respected advertising agencies, production companies, television stations, cable operators, and corporate video departments in the world. Entries do not compete against each other, but are judged against a high standard of excellence by top production professionals.

For more information about the advertising campaign, contact Martín Leger, Advertising Manager, New Mexico Tourism Department, 505-827-8036 or martin.leger@state.nm.us. For more information about the Telly Awards, visit www.tellyawards.com