‘New Mexico True’ brand may expand under new governor
ALBUQUERQUE — 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 strengthen the “New Mexico True” brand. On Wednesday, Lujan Grisham confirmed 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.”
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.