State makes a killing off 'The Kid'

ALBUQUERQUE, N.M. (KRQE) - It looks like a famous killer has made a killing for New Mexico.

The state tourism department claims the highly hyped "Catch the Kid" advertising campaign generated a lot more money than it cost, and now there are more big plans ahead.

The $640,000 campaign was a staged statewide hunt to capture outlaw Billy the Kid. Tourist had to take pictures of specific destinations and track down the infamous New Mexican. The State Cabinet Secretary of Tourism, Monique Jacobson, says it really paid off.

"We generated over $4-5 million in direct overall impact, which is incredible," said Jacobson. She says the money generated by the multi-media campaign was pumped right back into the economy and was spent at local hotels, businesses and restaurants.

Members of the tourism department say that money keeps New Mexicans working and ensures economic growth. "Tourism is the second largest industry in New Mexico in terms of economic impact," said Jacobson.

To continue the growth the department has also launched a new website. Give the Gift of Travel offering spa deals, hotel says and even ski packages all for under $100.

In January the department will also launch a new $400,000 centennial campaign, similar to 'Catch the Kid', and the state expects it to generate more than $5 million in revenue.

With deep state budget cuts across the board, why spend millions on advertising? "You put it there because of the return," said Jacobson. "We are running this department as an investment engine."

Jacobson also says the state plans to launch a review on the centennial campaign to track exactly how much money is coming back. 'Catch the Kid' is based on information from businesses and local chambers of commerce.