• by David Goetzl , May 16, 2007

Crudely put, Texas is messing with AMC.

The state's tourism bureau is launching a campaign on the network, no doubt looking to draw more visitors to the state this summer. And talk about organic advertising: The spots will run during programs with a Lone Star link.

The movie network's "customized" plan for Texas Tourism intersects with films airing in May: "The Three Amigos," AMC original "Broken Trail" and "Hellfighters"--all have stars with Texas roots or were shot there.

In addition to the on-air presence, which also includes bumpers with Texas trivia linked to the films alongside exposure for the Texas Tourism brand, a sweepstakes on AMC's Web site offers a shot at winning a trip to the Lone Star State.

"At AMC, we are always looking to support our clients' goals by coupling their messages with programming that makes sense for their brand," said Arlene Manos, president of ad sales for the national networks at Rainbow.

"The Three Amigos" on May 17 stars Waco native Steve Martin. The May 21 "Broken Trail" includes El Paso's Thomas Haden Church, while the May 26 "Hellfighters" with John Wayne was shot in Texas.