As a part of the department's strategy to increase in-state travel by boosting advocacy, a new campaign featuring unique points of pride for New Mexicans launched this week across the state. "When people are proud of something they tend to wear it, share it, and shop it," said Cabinet Secretary Latham. "There's no question about how the Zia symbol makes New Mexicans feel, and we're honored that the Zia Pueblo gave us their blessing to continue to incorporate their sacred sun symbol into our advertising."
Residents are encouraged to share their photos on social media with #NewMexicoTRUE for a chance to have their image displayed on a digital billboard and shared on social media. Morning show listeners at 100.3 The Peak, 94 Rock, and 104.1 The Edge will also be able to share their New Mexico True stories to win getaways around the Land of Enchantment.