ALBUQUERQUE, N.M. (AP) — New Mexico’s largest city is launching a new marketing campaign to attract remote workers who can do their jobs from anywhere.

Albuquerque’s effort also is aimed at getting former residents — also known as “boomerangers” — to move back as a way to boost the local economy.

City officials announced Wednesday that they’re partnering with a local firm to highlight Albuquerque as an ideal place for people seeking a more healthy lifestyle with room to grow. They’re hoping to capitalize on trends that have been accelerated by the pandemic — namely people wanting to move away from large cities.

Mayor Tim Keller touted the city as less crowded, less stressful and more affordable.

“As a boomeranger myself, I know that these assets, combined with our unique history and diverse culture, can be a huge pull to come back home,” he said in a statement. “Newly remote workers are realizing they don’t have to be tied to big cities anymore."

The city contracted with Esparza Digital + Advertising to pull together the ABQ Home for Life campaign. It will include digital advertising and social media focused on a handful of key cities such as Houston, Portland and Los Angeles. More cities will be added.

City officials said a dashboard has been set up to collect data and measure the campaign's overall performance.