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| New Mexico True | |
|---|---|
| Name | New Mexico True |
| Formed | 2013 |
| Jurisdiction | New Mexico |
| Parent agency | New Mexico Tourism Department |
New Mexico True is the state tourism marketing brand and campaign administered by the New Mexico Tourism Department to promote travel, cultural attractions, outdoor recreation, and heritage sites across New Mexico. Launched in 2013, the campaign seeks to increase visitation to destinations such as Santa Fe, New Mexico, Albuquerque, New Mexico, Taos, New Mexico, Roswell, New Mexico and Carlsbad Caverns National Park while highlighting regional events like the Albuquerque International Balloon Fiesta, Santa Fe Opera seasons, and the Georgia O'Keeffe Museum. The initiative links state-run visitor services with private operators including Inn of the Anasazi, El Castillo de San Miguel del Vado, and regional attractions such as Bandelier National Monument, Chaco Culture National Historical Park, Gila Cliff Dwellings National Monument.
The campaign was developed after strategic planning by the New Mexico Tourism Department in response to prior efforts including the New Mexico True Stories concept and earlier state advertising in the 1990s and 2000s. Key administrative actions involved the New Mexico State Legislature approving funding and the Office of Governor Susana Martinez endorsing a centralized brand. Creative development engaged firms and consultants with portfolios including campaigns for Visit California, Travel Oregon, Wyoming Office of Tourism, and private agencies that had worked with Adobe Systems and Intel Corporation. Early rollout tied into anniversaries and commemorations such as promotions around the Bicentennial of New Mexico Statehood and collaborations with institutions like the New Mexico History Museum and Palace of the Governors to integrate heritage narratives.
The visual identity and messaging were produced with input from advertising agencies experienced with destination marketing, music supervision teams that licensed recordings from artists represented by Sony Music Entertainment and Universal Music Group, and media buys coordinated with broadcasters including NPR, PBS, ESPN, and Discovery Channel. Campaign iterations have included television spots shot at White Sands National Park, digital campaigns spotlighting Route 66 (U.S. Route 66 in New Mexico), and social media activations partnering with platforms such as Instagram, YouTube, and Facebook. Seasonal campaigns often tie to events like the Day of the Dead celebrations in Las Cruces, New Mexico and winter promotions aligned with ski resorts like Taos Ski Valley and Angel Fire Resort.
Programming under the brand has funded and highlighted partnerships with museums and cultural institutions including the Museum of International Folk Art, New Mexico Museum of Art, Institute of American Indian Arts, and performance venues such as the Lensic Performing Arts Center. Initiatives emphasized indigenous and Hispanic cultural tourism involving communities like the Pueblo of Taos, Navajo Nation, Mescalero Apache Tribe, and the Isleta Pueblo, with interpretive collaborations involving scholars from University of New Mexico and New Mexico State University. Heritage trails and itineraries promoted destinations such as the Turquoise Trail National Scenic Byway, Gila National Forest, Lincoln Historic Site, and archaeological projects connected to Mesa Verde National Park scholarship and the Pecos National Historical Park.
The program has been evaluated using tourism metrics common to state-level bureaus, tracking indicators like taxable lodging receipts, visitor spending, and employment in sectors represented by New Mexico MainStreet businesses. Studies by research partners including analysts from University of New Mexico Bureau of Business and Economic Research and consulting firms with prior work for U.S. Travel Association produced reports citing increases in visitation to gateway markets such as Santa Fe Plaza and Old Town Albuquerque. Economic impacts have been presented to the New Mexico Economic Development Department and the New Mexico Finance Authority to justify continued appropriations, with metrics compared against regional competitors such as Arizona Office of Tourism and Colorado Tourism Office.
Critiques have come from cultural advocates, local governments, and media outlets like The Santa Fe New Mexican and Albuquerque Journal concerning portrayal of indigenous communities, allocation of state tourism dollars, and the balance between heritage preservation and visitor commercialization. Controversies included debates over contracts awarded to advertising firms with ties to national political operatives, parliamentary inquiries in the New Mexico Legislature into procurement processes, and civic discussions in municipalities including Las Cruces, New Mexico and Farmington, New Mexico about infrastructure strain during peak events. Scholars affiliated with Native American Rights Fund and commentators in High Country News raised concerns about representation and benefit-sharing with tribal enterprises.
The initiative maintains partnerships with regional chambers and associations such as the Albuquerque Hispano Chamber of Commerce, Santa Fe Chamber of Commerce, and tourism operators including New Mexico Rail Runner Express, Santa Fe Southern Railway, and hotels in national chains like Hyatt Hotels Corporation and Marriott International. Sponsorships for events have included collaborations with corporate partners such as American Airlines, Carlsbad Caverns National Park Conservancy, and media sponsors like Travel + Leisure and National Geographic Partners for editorial features. The program also works with nonprofit partners including New Mexico Collaborative and workforce organizations such as New Mexico Workforce Connection to align marketing with local development goals.