Campaign Destination

New Mexico True, Tourism Brand Refresh of The Land of Enchantment

Brand refresh to complete rebirth of the New Mexico's tourism economy due to COVID-19 pandemic.

Unveiled on April 13, 2021, the new brand campaign refresh announced with the new “New Mexico True” lofo and tagline.

According New Mexico Tourism Department, the idea of adventure steeped in culture has fueled New Mexico’s award-winning tourism campaign for more than a decade.

That won’t change. But it’s time to refresh the brand ahead to complete rebirth of the New Mexico’s tourism economy as more people are vaccinated and more public health orders are relaxed.

The classic elements of “New Mexico True”, the Zia symbol and “Land of Echantment” tagline are combined in the brand refresh campaign. New Mexico True, the punchy phrase that has long anchored the state’s efforts to grab tourist dollars, has been the standard-bearer since 2012 and remains in place.

The New Mexico Tourism Department is banking on new messages like these to safely bring people back to the Land of Enchantment. The department said beyond the new logo, the campaign will feature a series of stories that highlight state icons, histories and activities such as horseback riding and hot air ballooning, plus recreating at Taos Ski Valley and America’s first wilderness area, the Gila Wilderness.

The Tourism Department will have a $21 million budget plus a $7 million special appropriation for tourism recovery efforts for fiscal year 2022 to rebound from a $3.15 billion loss in tourism revenue in 2020.

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