SANTA FE – New Mexico True is officially live in the Bay Area.

On Monday, Nov. 6, 2023, the New Mexico Tourism Department (NMTD) launched its Winter 2023-24 campaign, headlined by the introduction of New Mexico True into the San Francisco market.

In addition to streaming and digital channels targeted towards prospective travelers throughout the local market, the San Francisco campaign will specifically feature airport out-of-home placements in San Francisco International Airport, Oakland International Airport and San Jose Mineta International Airport.

In 2021, NMTD conducted a market mobility study to identify markets where New Mexico True advertising could most effectively inspire and drive visitation to New Mexico. The study determined that the San Francisco market offered some of the greatest potential for visitation and spending growth from a market that was not currently featuring New Mexico True advertising.

When the decision was made to enter the San Francisco market, NMTD conducted a pre-campaign advertising impact survey where New Mexico advertisements that NMTD had scheduled to run during the Winter 2023-24 campaign were presented to venturesome travelers within the San Francisco market. The survey determined that venturesome travelers in the San Francisco market were much more likely than the general public to want to visit New Mexico after exposure to New Mexico True advertising.

“The New Mexico Tourism Department prides itself on making strategic marketing decisions that are rooted in data and most effectively use our resources to drive visitation to New Mexico,” said Acting Tourism Secretary Lancing Adams. “We’re thrilled to bring the Land of Enchantment to the Bay Area for this next chapter of New Mexico True.”

The Winter 2023-24 campaign features three new stories to the New Mexico True Living Legends campaign.

One story focuses on culture and heritage of Zuni Pueblo and its people. In this story, Zuni Native and Guide Kenny Bowekaty offers a window into the culture and traditions of Zuni Pueblo and how its shared with others.

Another story takes a look at New Mexico’s rich culinary heritage through the perspective of James Beard Award-Winning Chef Fernando Olea. A Mexico City native, Olea has been contributing to the Santa Fe culinary scene for over three decades. Olea’s story serves as one of a variety of examples of how cultural influences on cuisine make New Mexico’s culinary scene truly one-of-a-kind.

The third story centers on two-time U.S. National Snowshoe Racing Team member and Los Alamos resident Whitney Spivey and her two daughters as they trek through a New Mexico’s snowy landscapes. In following Spivey’s footsteps, this story demonstrates how others can discover the magic of winter in New Mexico.

The addition of the San Francisco market to the department’s list of primary fly markets comes on the heels of the department’s entry into the Los Angeles market in Spring 2021. According to a return-on-investment study commissioned by NMTD towards the end of 2021, the initial New Mexico True campaign in Los Angeles influenced an estimated 80,000 leisure trips that generated $107 million in visitor spending. The Winter 2023/24 campaign also includes Austin, Houston, Dallas, Denver, Phoenix and San Diego in addition to Los Angeles and San Francisco.

During the 2023 Legislative Session, NMTD received a special appropriation of $15 million for national advertising, which helped NMTD bring New Mexico True to the San Francisco market and provided for a robust four-season marketing campaign.