Tourism Department Presentation – New Mexico True – TANM Governor’s Conference on Tourism May 2012.pdf (7.8 MB)

Department Launches ‘New Mexico True’ Marketing Campaign

The New Mexico Tourism Department April 17, 2012, launched its integrated marketing campaign, New Mexico true, in Tucson, Ariz.; Colorado Springs, Colo.; and El Paso, Lubbock, Midland-Odessa and Amarillo, Texas. The ads are running on cable and broadcast television, on billboards and in various digital and print publications. Click on New Mexico true above to view the Department’s news release and video clips of the television, print and online executions.

In conjunction, the Department also launched its newly re-designed website – newmexico.org, now featuring New Mexico’s True Adventures: everything visitors need to find their way around New Mexico.

The Tourism Department is developing a coordinated, statewide approach to tourism Marketing and Promotion in order to make New Mexico the primary destination for its targeted travel market by:

• Building a strong, resilient, impactful brand that will create a strong foundation for tourism growth. The brand essence – “Adventure Steeped in Culture” – will generate awareness through advertising, public relations and media outreach; convert trip through the web site; and fuel advocacy through social media and a re-focus of New Mexico Magazine.
• Unifying and leading the tourism industry to maximize the impact.
• Increasing the level of rigor and analysis behind all marketing efforts through disciplined performance measures and actionable traveler insight, helping to ensure effectiveness and bolster credibility.
• Block and Tackle, which will address opportunities to drive growth though highly efficient, tactical efforts.