Iowa’s foray into the world of fake real estate was so successful in drawing attention to the state that tourism officials have prepared a new video and plans for “This Is Iowa” 2.0.

Gov. Kim Reynolds opened a state tourism conference Tuesday in downtown Des Moines with promising news about the reaction to the state’s mix of online ads, catchy videos and, of course, an actor-staffed fake real estate office in New York City that showed visitors why Iowa’s low cost of living and strong quality of life might be worth a look. A video about the fake real estate office scored thousands of views.

Tourism officials showed a new video that offers quick glimpses of the state’s caves, microbrews and wines, sports events, trails, and other attractions. The video will be showing up online in various venues shortly, officials said.

“Tourism is a big, big part of our economic development and workforce strategy,” Reynolds told an audience at the downtown Des Moines Hilton convention hotel. “It really does make a difference. The industry has grown into a $9 billion annual economic impact and employs over 70,000 Iowans.”

Reynolds said the “This Is Iowa” multimedia campaign “is really bigger than attracting a convention, or convincing a family to add us to their vacation list. It’s about giving people a better sense of what makes Iowa such a special place, whether it’s our quality of life or cutting-edge careers or short commutes or low cost of living, and of course, our people or our ‘Iowa nice’ reputation.”

In the first and second quarters combined on social media, the state reported 205,000 video views, 20,000 comments and 622,000 engagements. The changes can be seen on the landscape.

“There are so many examples of Iowans who are transforming businesses, buildings and communities into destinations, to play, stay or visit,” Reynolds said. “From Manning, where Main Street has been transformed with boutiques coffee shops and community art, to Mason City, where a closed J.C. Penney store was converted into a multipurpose hockey arena which provides an anchor for a new hotel and, of course, future conventions.”

State tourism officials said the new campaign will be multimedia, but will build on data that showed videos are particularly successful, as are digital ads through Meredith Corp. products. The state also is using print and broadcast ads, and displays at Des Moines International Airport.