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Film theme of tourism campaign

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And … action.

The Albuquerque Convention & Visitors Bureau unveiled a new film-themed advertising campaign this week – one officials say is intended to capitalize on the attention generated by Albuquerque-set productions such as “Breaking Bad.”

ACVB will spend approximately $500,000 on leisure-traveler advertising between now and September, concentrating on 14 cities in Arizona, Colorado, Texas, California and the Pacific Northwest.

The ads make use of familiar filmmaking and cinema terminology. One online version starts with the phrase “Winner: Best Picture” and follows with a scenic hot-air balloon photo. A billboard version reads “Casting Call: Fun-loving travelers.”

As part of the campaign, ACVB created a micro-website that divides Albuquerque activities into categories like “action,” “drama” and “chick flick.”

Bureau Vice President Tania Armenta said the film theme helps pique interest but that visitors still get the message about the city’s arts, culture, food and outdoor recreation.

“We just used (the theme) as a creative vehicle to capture your attention,” she said. The campaign is “really about the general destination.”

ACVB’s advertising money comes from a 1 percent “hospitality fee” charged to visitors who stay in area hotels.

The bureau this week also introduced its 72-page 2013 visitors guide with plenty of website mentions. Readers are frequently directed to ACVB’s website for more information.

This year’s guide also features a spread labeled “10 reasons to visit now.” It highlights current attractions like the Titanic exhibition at the New Mexico Museum of Natural History & Science and the final season of “Breaking Bad.”

“It’s getting to that sense of urgency,” Armenta said. “It’s not just, ‘Come to Albuquerque,’ but ‘Come to Albuquerque now.'”

ACVB distributed approximately 300,000 guides last year, a number Armenta said has remained relatively consistent through the years.

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