‘New Mexico True’ brand may expand under new governor
Outgoing administration credits campaign for ‘record-breaking’ tourism
The “New Mexico True” tourism brand developed by outgoing Republican Gov. Susana Martinez may be expanded under Democratic Gov.-elect Michelle Lujan Grisham. The marketing push is credited for bringing increased tourism to the state.
As a candidate, Lujan Grisham promised to seek more visitors to the state and strengthen the “New Mexico True” brand. Lujan Grisham confirmed this week she has no intention of dismantling the state’s nearly 7-year-old brand.
“As governor, I’ll grow and diversify our economy, and the expansion of the ‘New Mexico True’ brand will be a key part of our economic development strategy,” Lujan Grisham said in a statement.
That’s good news to George Brooks, the executive director of Ski New Mexico, a trade organization.
“The private sector has spent millions of dollars to promote New Mexico True because it works,” Brooks said. “So I’m glad the new governor is looking to keep it. The whole thing strikes a chord with people.”
Martinez has credited the “New Mexico True” for “record-breaking” tourism during her first seven years in office.
Earlier this year, state officials announced that the state’s tourism industry in 2017 injected $6.6 billion into New Mexico’s economy. That was a 3.2 percent increase over 2016, or $200 million more, and the largest in state history.
Created in 2012, the initial $2 million tourism campaign featured colorful images of families in New Mexico kayaking, mountain climbing and making pottery. The state has spent a total of $60 million since 2012 promoting the state’s popular tourist attractions on billboards and in commercials in Texas, Arizona, New York and Illinois.
The campaign refers visitors to tagged New Mexico photos on social media with the #NewMexicoTrue hashtag.
In addition to highlighting famous sites like White Sands National Monument and Taos Pueblo, the brand focuses on tourist experiences like the Breakfast Burrito Byway, a list of restaurants that serve New Mexican cuisine-style breakfast burritos, and exploring the path of outlaw Billy the Kid.
Outgoing New Mexico Tourism Secretary Rebecca Latham said New Mexico True worked because it is data-driven and adjusts to changing tourism trends nationwide. New Mexico True also has received accolades for encouraging visitors to enjoy the state’s unique Hispanic and Native American heritage. “We are seeing a 7 to 1 return on investment,” Latham said.
The travel show New Mexico True Television has earned three Regional Emmy Awards.
Latham said the department is asking state lawmakers for an additional $3.5 million next year to expand the brand into San Francisco. “The data support us going into San Francisco,” Latham said. “It makes sense.”