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A New Era for New Mexico True

On April 13, 2021, the New Mexico Tourism Department unveiled a new era for New Mexico tourism through a refresh of the state's iconic New Mexico True brand. Learn more about what this means for New Mexico and for industry partners.

NM True - stacked black

On April 13, 2021, the New Mexico Tourism Department (NMTD) unveiled a refresh of the New Mexico True brand as the state prepares to revitalize tourism for the state.

A major feature of the brand refresh is a modernized logo and the inclusion of “The Land of Enchantment” as the tagline for New Mexico True. The logo refresh will improve legibility and will offer more flexibility of usage across different channels. In order to retain a fresh and unique voice for New Mexico True and stay ahead of the competition, the New Mexico True brand will focus its creative execution efforts on dynamic storytelling.

FAQs

  • The New Mexico True brand has become such a powerful and magnetic brand that other destinations began mimicking essential elements of our own brand. In order to stay ahead of our competition and keep New Mexico True fresh and unique, the New Mexico Tourism Department decided it was necessary to undergo a brand refresh. This brand retains NMTD’s commitment to our brand promise of Adventure Steeped in Culture while providing a cleaner, more modern appearance in the logo. The logo, the advertising execution, and the tagline were all consumer tested for tourism-inspiration effectiveness.

  • Although the New Mexico Tourism Department cannot yet reengage with national advertising due to the emergency public health order, now is an appropriate time to refresh the brand so that when the time to reengage with advertising finally arrives, we have creative that depict our refreshed logo and storytelling approach ready to introduce into market when appropriate.

  • Beyond the logo update, the public will also see a new direction and voice in the advertising creative. With this brand refresh, New Mexico True video content will move away from an experience montage approach and lean more into compelling storytelling.

  • Due to the COVID-19 pandemic, we still have not reached a point where the New Mexico Tourism Department can reengage with a national advertising campaign. However, the New Mexico Tourism Department’s owned channels, such as www.newmexico.org and the New Mexico True social media channels, will depict the new logo. New Mexico residents will also begin to see in-state campaigns featuring the refreshed logo here in the near future.

  • The New Mexico Tourism Department has taken inventory of its signage and displays that depict the former logo and will begin updating those displays with the new logo. Due to the pandemic, it may take some time for the New Mexico Tourism Department to update all displays that include the former New Mexico True logo.Many of the items are in need of being replaced as they are worn and depreciated.

  • There are new brand logos available to partners within the New Mexico True Certified program in the Brand Resource Hub, and partners should expect an email from the NMTD team with further instructions on how to access these logos. The New Mexico True Certified program will work with program partners on approval for updated packaging or labeling.   

  • The New Mexico Tourism Department has a system for all members of the department’s cooperative marketing grant program that ensures integration with the new logo is seamless. As an important reminder, the New Mexico Tourism Department paused all advertising in March 2020 when the public health order was announced. This included pausing all advertising through the cooperative marketing grant program.

  • The New Mexico Tourism Department is prepared to provide the tools, platforms, and technical assistance that participants in the department’s cooperative marketing grant program have grown accustomed to using. It is important to remember that due to the public health order, we are still not in a position to reengage with advertising. When we eventually reach the point where we can again advertise, industry partners will be notified and the New Mexico Tourism Department will make the necessary amendments to programs like the cooperative marketing grant program so partners can engage through a modified process.