A two-time Emmy Award® winner and his daughter; and the reigning Miss New Mexico, a former Miss New Mexico and an employee of New Mexico State Parks will join Academy-Award®-winning Pepé Le Pew and Penelope Pussycat aboard “Enchantment is in the Air” as it travels Colorado Blvd. in Pasadena, California on New Year’s Day (January 1) in the 2010 Tournament of Roses® Parade.

The parade begins at 9 a.m. Mountain Time.

Actor Bryan Cranston, who has earned widespread critical acclaim and back-to-back Primetime Emmy Awards® for his portrayal as Walter White in AMC’s drama series “Breaking Bad” filmed in Albuquerque, says he has “fallen in love with the Land of Enchantment” – so much so, in fact, that he has purchased a home in New Mexico.

Cranston was previously nominated for three Emmys and a Golden Globe for his portrayal of “Hal” on FOX’s comedy “Malcolm in the Middle.” Cranston also made viewers laugh on “Seinfeld,” and appeared in Steven Spielberg’s “Saving Private Ryan,” Tom Hanks’ HBO mini-series, “From the Earth to the Moon”, “Little Miss Sunshine”, “Seeing Other People”, and “That Thing You Do,” among many others. In addition to acting, Cranston is a screenwriter and director, having written, directed and starred in “Last Chance,” and directed the season two and season three premiere episodes of “Breaking Bad.”

Cranston donates his time to the Mind Research Network, the Don’t Shake a Baby campaign and other charities. He is also a spokesperson for the National Center for Missing & Exploited Children; and he created the instructional DVD “KidSmartz.” an entertaining guide for families on how to stay safe from child abduction and Internet predators. Cranston lives with his wife of 20 years, Robin, and their 16-year-old daughter, Taylor, who will join her father on “Enchantment is in the Air” New Year’s Day.

Miss New Mexico 2009, Nicole Miner, a native of Albuquerque, is a graduate of the University of North Texas in Denton and is currently enrolled in the Master's Degree Program at the University of New Mexico. In 2003, Nicole's mother was diagnosed with Non-Hodgkin's Lymphoma, a blood cancer. Since that time, Nicole has dedicated her spare time to helping save lives by raising more than $20,000 for the Leukemia/Lymphoma Society. She will represent New Mexico in the nationally televised Miss America Pageant in January.

Also born in Albuquerque, Miss Mew Mexico 2008 Christina Olmi says she was atypical of the pageant stereotype, having grown up playing sports. Although the pageant world was not a lifelong endeavor for her, she served the role of Miss New Mexico well, serving as a spokesperson for several non-profit organizations. After the loss of a cousin in an alcohol related car crash, Olmi teamed up with Mothers Against Drunk Driving. She was also selected Honorary Chair for the Cystic Fibrosis Foundation's Cure finders Program mentoring youth; honored as an Ambassador of Peace through the Universal Peace Federation; and spoke at the state legislature on behalf of After School Programs in New Mexico.

A Santa Fe native, Lauren Ivy Aguilar currently works for New Mexico State Parks as the Marketing Manager and is a freelance graphic designer. She graduated from Santa Fe High School in 2003. Once again, New Mexico State Parks is a sponsor of New Mexico‘s float in the Tournament of Roses Parade.

“Jenny Marlowe, also a former Miss New Mexico, rode our award-winning float in 2008 and was a wonderful ambassador for the State of New Mexico,” said Michael Cerletti, Secretary of the New Mexico Tourism Department. “We are happy that Bryan, Taylor, Nicole, Christina and Lauren will be helping us in this unique marketing effort.”

This is the fourth time in the past five years that New Mexico will be represented by a float in the Tournament of Roses® Parade, and it follows on the heels of last year’s float, “Hats Off To New Mexico – Beep Beep,” starring Wile E. Coyote and Roadrunner, which won the Bob Hope Humor (awarded “most comical and amusing”). The 2008 float, featuring Roswell aliens and Spaceport America, was also honored, as winner of the Grand Marshal’s Trophy “for excellence in creative concept and design.” It is one of the top three awards given each year.

“The response the state has received from our appearances in the previous Tournament of Roses® Parades and the media efforts we sponsored primarily targeting the Southern California travel market have been tremendous,” Secretary Cerletti said. “This is an incredibly effective way to reach potential visitors to New Mexico from all around the country and all over the world.”

Nearly 40 million Americans in 16.5 million households tuned in to watch the parade on nine national and international television networks each year. The Parade is also broadcast live in 150 countries and territories worldwide. Other media-oriented events promoting New Mexico in Southern California are also being planned.

Advertising in California through normal channels is incredibly expensive. The Rose Parade is a way to break through the cost barrier,” Sec. Cerletti added. “Promoting tourism in New Mexico requires a lot of hard work and creative thinking. Increased competition for the tourism dollar from neighboring states means New Mexico must continue to market efficiently and aggressively.”

In addition to New Mexico State Parks, which has been a major sponsor of the New Mexico float every year, industry sponsors also include the Visit Albuquerque, the Las Cruces Convention and Visitors Bureau, the Town of Taos, the City of Gallup, Red Rock Balloon Rally, Buffalo Thunder Resort and Casino, and El Pinto Foods.