June 28--CARLSBAD -- The city of Carlsbad is getting a visual makeover.
Film crews concluded shooting footage of well known areas associated with the city at the end of the week for the "New Mexico True" advertising campaign. The campaign was started three years ago by the New Mexico Department of Tourism as a way to attract visitors to areas across the Land of Enchantment.
Capital Video, a video production facility based in Santa Fe, was contracted by the state to develop television commercials and spent three days filming at Carlsbad Caverns National Park, Guadalupe Mountains National Park, Living Desert Zoo and Gardens State Park, and the Carlsbad Beach.
"This filming is basically because we need some up-to-date footage for the campaign," said Lisa Boeke, a member of the Carlsbad Chamber of Commerce who has overseen the work.
The city of Carlsbad was one of the original partners with the "New Mexico True" campaign which includes television, radio and magazine advertisements. Boeke said the partnership has been great for the town although specific measurements of the campaign's success have been elusive since an influx of oil and gas workers has paralleled the campaign.
"They are going to be very brief (television) spots so we're going to use this footage for several years from now," Boeke said
The ads will play throughout the Southwestern region of the United States within a 750-mile media market according to Boeke.
Officials at the Carlsbad Caverns were happy to take part in the filming process.
"We are thrilled to have the crew in the cave filming for this creative campaign promoting the caverns and the city of Carlsbad," said Valerie Gohlke, a spokeswoman for Carlsbad Caverns National Park. "We are really happy to be part of it."
Reporter Zack Ponce can be reached at (575) 689-7402.
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